In the martech world, we’re faced with evolving technologies and strategies every single day. Each “next” thing that appears seems to be fancier, more promising and even, well, sexier than the previous one. But, has this made us lose sight of the most important foundational elements of marketing? For many folks, it has.
Consider data management as an example. How often do we talk about it, or spend time intentionally focused on related processes? The answer is not much. Data analytics are certainly exciting and can draw a crowd, and data science sounds even more intriguing. But data management? Who would willingly sign up for that?
However, appealing or not, data management deserves your attention if you want to get the most from your marketing. Here’s why.
1. Data Management Aligns Teams Around Accounts to Deliver a Superior Customer Experience
When you prioritize data management in all its glory, you’re able to have a 360-degree view of each account. This helps you better understand your buyer, their level of interest and how they’re interacting with you. In return, you’re able to be aligned internally and consistently move buyers through your funnel by delivering the best customer experience possible.
Related Article: 5 Principles for Smarter Customer Data Management
2. Data Management Increases Efficiency by Giving Insights Into What’s Working and What’s Not
With a strong foundation and account/buyer-centricity, you’re set up for greater success. An emphasis on data management also positions you to collect (and therefore analyze) higher quality data. Today’s modern marketers are highly performance-driven, and this data will tell which programs and campaigns are effective so you can continually improve. Each piece builds on the previous one, and equates to great boosts in your marketing outcomes.
3. Data Management Equips You to Make More Strategic Decisions
Of course, we’d be remiss not to mention…