We love data at Yellow Spider,
mainly because it provides so much insight that we use to improve our clients marketing outreach. During these times of reflection we are supporting a number vendors who are revisiting and analysing their data to make sure it is providing them with maximum value.
Our main focus is to highlight opportunities for growth which are often overlooked or missed.
We have developed a tool that combines data and intelligence gathered through the sales and marketing process to identify specific behaviours and buying preferences. This allows us to create groups of customers with similar characteristics resulting in effective segmentation and identify clearly defined groups of opportunities:
This method of segmentation helps to define marketing activities, go to market strategies and messaging for targeted nurture campaigns aimed at driving specific outcomes or responses.
It’s powerful insight and is particularly relevant to organisations selling through a two-tier model. Information gathered can be used to strengthen channel relationships and build more effective (and mutually lucrative) engagements through a programmatic approach.
The benefits of taking a fresh look at your data are clear and by introducing a regular cadence of analysis patterns start to emerge. Once the framework is in place it’s easy to run the analysis on a quarterly basis as a temperature check or to measure the effectiveness of sales and marketing campaigns.
To find out how we can help you maximise your data and optimise your channel engagements please get in touch.