A prerequisite for a successful demand generation program is a high quality marketing prospect and lead database which can act as the foundation to launch frequent campaigns. The information in the marketing database is very dynamic and comes from a variety of disparate sources. Often the information may conflict with what is already in your database. Sometimes the new information may simply provide partial updates to what is already in the database. Your RightWave team using proprietary software can rapidly handle the management of your marketing database while leaving you free to focus on your end goals – those of aligning sales and marketing, strategizing and planning your next exciting campaign, generating actionable leads that enhance sales productivity, and ultimately closing more sales. It is important that the marketing database be maintained separately from your other databases in your sales force automation solution, support databases or financial databases. This is important because the marketing database has many prospects – some of whom are cold or just completely unqualified.
Aggregate, Merge/Purge, De-dupe, Cleanse, Maintain
RightWave will take over the task of aggregating data from multiple sources – trade show contacts, responses to web marketing, promotional campaigns, email campaigns, events, web registrations, and put all of these into a single marketing data base. Even data from your other corporate sources such as SFA, financial systems, support systems etc. can be merged and deduped to create this powerful marketing data base. The contacts in this database may be suspects, or prospects, or even customers. RightWave software will remove duplications, merge/update new information, delete old information and keep the database current. You will have access to reports that show you details of quantities and categories within your database so you can plan your next campaign. Bi-directional sync with your SFA data ensures that your marketing data is always in sync with the sales data contained within your Sales Automation software. All data elements imported from different sources are relationally stored in this flexible and custom marketing database ready to be sliced, diced, and segmented for effective marketing communication.