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Keeping your pulse on customers and prospects requires a best practice approach with these four categories and eighteen subheadings:

  • Definition of Data

  • Planning

  • Building

  • Current & Future Uses


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What are the steps to develop a marketing database?

I. Definition of Data


  1. Customer

  2. New Customer - Sampling

  3. New Customer - Quotation

  4. Competitive Account

  5. Prospect

  6. Suspect


II. Planning


  1. Review of existing database usage

  2. Review of current computer database formats

  3. Sales process audit

  4. Review of overall marketing plan


III. Building

  1. Creating an active comprehensive universe from identification of product niche market segments and a central depository by funneling all forms of inquiries and prospects into the Marketing Department

a. web-site

b. social media

c. advertising/publicity inquiries

d. sales contacts from field sales reports

e. telephone marketing

f. lists

g. customers

h. competitive accounts

i. trade shows

j. other

 2. Entering selected prospect data into the computer, utilizing format of current databases

 3. Create action plans to systematically analyze and use database

 4. Create action plans to track results and evaluate ROI

IV. Current & future uses

  1. Ongoing source of sales leads

  2. Territory management tool

  3. Develop marketing strategies based on current factual information

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