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Related information
How does KMA improve prospect and customer data?

Acquiring data for a marketing campaign.

 

Most companies think their marketing data is bad, including customer data. And they are correct. All marketing data is bad, So how do you get better customer data?

Use it!

Options for using/improving customer data:

bulletSend out a postcard and ask customers to correct/add information.
bulletDevelop a contact discovery/data improvement telephone survey. Contact all your customers and collect the data in the survey.
bulletExecute a lead generation campaign against your current data, and while talking to your customers, update your database with any changed or new information.
bulletRun a foundation campaign in which you are contacting your customers every month or 6 weeks to tell them of your latest offer or support topic. Again, update the database with any info gathered during this monthly touch.

Let's look at the pros and cons of each of the above options:
Option Pros Cons
Postcard mailer Inexpensive to send to all your customers in your database. Contains an entry field for all the information you need/want. Very few customers will return the card. If you are really lucky 1% will return it. If you spend money on a gift in return for the data, you could improve your return to 10-20%(but you have spent more money).
Telephone survey Better than a mailer. Might improve the data by 20% on the first pass. With voicemail and automated attendants, 20-30% improvement is the best you will get, Costs more than the mailer.
Lead generation telemarketing campaign Using telemarketing, generate leads for your product(s) and get 20-30% improved information. No negatives here. Most likely your data is good enough for a Telemarketing lead generation campaign. If you are thinking you need to do contact discovery before you do the telemarketing, save your money.
Foundation coverage campaign Continuously update your customer data and stay in touch with your customer. Provides a backbone campaign to deliver your marketing messages. Just do it!

KMA can help!

bulletOptimize your data using our XPerience database: We have developed a huge database of results from millions of calls over several years. Using what we have learned from these calls, we can improve your data immediately.
bulletOutsource lead generation to KMA using our HiQ telemarketing: Our callers average over 25 years in IT. They have made hundreds of thousands of calls and generated thousands of qualified leads.
bulletOutsource your marketing database to KMA: KMA can build, host and manage your marketing database. See our services page, or read the discussion on marketing database to get a feel for our skills.
bulletOr just call us and tell us what you need

 

 

 
Need help?



Want us to assess or optimize your data?
As part of executing a project for you, we will provide these services for no additional charge.

Want to put your marketing data to use?
Let us contact your customers on your behalf and generate leads for you. And we'll update your database while we do it!

How to ask us

Call or email
Lisa Jochimsen
888-500-2536
Lisa.Jochimsen@kmaone.com