Using Continuous Intelligence for creating and launching segmented marketing campaigns is the difference between success and failure especially when targeting small and mid-sized businesses (SMBs) in the mile-a-minute financial services sector.
The reason is that by using Continuous Intelligence (CI), marketing teams can generate marketing-qualified leads based on real-time change and event-based smart data, in turn providing sales teams the granular, concrete, and actionable insights they need to increase sales efficiency and win more accounts.
Identifying good marketing-qualified leads must also include considering real-time factors, because – as is the case with most things in life – timing is the most crucial element when reaching out to a potential client.
The challenge for marketing and sales teams is therefore two-fold: knowing precisely which potential clients are most likely to engage with your company; and being able to foresee when that moment is likely to occur.
Bigger Data Isn’t Always Better Data
The cliche “work smarter, not harder” is often tossed casually around the office with little thought given to what it actually means; and while many organizations may believe that having big data will help them “work smarter” some already understand that the difference between Big Data and Smart Data essentially boils down to ‘quality over quantity.’
CI takes Smart Data to the next level by giving successful, and proactive marketing teams regular alerts of trigger events and changes detected in their target SMB pre-defined segments that indicate an “opportunity” or “need” for their service.
By continuously collecting and analyzing billions of data sets collected from multiple diversified sources, marketing and sales teams get granular, up-to-date data to create targeted campaigns and tailor offers based on actual real-time events and needs.
The Challenge of SMB Smart Data
SMBs make up about 90% of businesses and employ more than 50% of the workforce – that’s a huge market! SMBs are also less likely to keep their website updated, and more often than not experience material changes in their business over short periods of time. Therefore, unlike enterprises, SMB data is scattered across multiple platforms and sources, which makes finding the valuable information somewhat like searching for a digital needle in an haystack.
Big Data is volume-based, compiling as much raw information as possible, categorized based on the vendor’s tagging system regardless of its direct relevance to the specific needs of any given client. Buying these large, unfiltered, and often outdated data sets from B2B providers can result in valuable time and money wasted, especially since SMBs change and growth cycles are usually nowhere near as stable as their enterprise counterparts.
Tarci processes bulky quantities of SMB raw data collected from diverse sources through various filters and transforms it into Smart Data, which is then regularly scanned using continuous intelligence to uncover real-time event or change-based triggers discovering time-sensitive, actionable insights that indicate an “opportunity” or a “need”. Smart Data can be described as Big Data that has been cleansed, filtered, and prepared for context.
The resulting Smart Data is critical to providing marketing, sales, and customer success teams with the information they need to grow revenues by focusing on the right opportunities at the right time. It’s data that actually makes sense – instead of long lists of unfiltered numbers, marketing strategists using Smart Data and Continuous Intelligence can identify the relevant lifecycle events of their potential customers in order to increase efficiency, and create targeted and segmented campaigns
SMB Smart Data means knowing who needs what you are selling NOW!
Tarci takes the pulse of SMBs worldwide, providing smart, actionable, and up-to-date Smart Data to banks, financial services, fintech and insurance companies using CI-based industry-specific ‘triggers’ and ‘tags’. This uniquely dynamic methodology allows marketing, sales, and customer success teams alike to hone their Ideal Customer Profile (ICP) and develop a working set of guidelines for the perfect target audience for their company’s solutions.
Triggers – Time-sensitive and compelling reasons to reach out to a potential client, usually in response to significant events or changes in a company’s lifecycle indicating a need for a product or a service.
Tags – Smart dynamic data using industry-specific tags designed for marketing and sales teams across the various industries.
How does dynamic SMB data help marketers?
- Tarci continuous intelligence engine processes terabytes of external SMB data on a weekly basis.
- Machine learning algorithms combine multiple different data sources to create one unified view of a company.
- NLP and AI-powered signal discovery engine identifies actionable events indicating changes in a company’s lifecycle.
Marketers use industry-specific granular ‘tags’ and ‘triggers’ applied to high-resolution data collected from multiple sources generating segmented and actionable knowledge-based target lists, such as:
- Existing tech and service providers
- Shopping cart used
- eCommerce domains
- New locations added
- Hiring status
With Tarci, marketing teams can supplement and enrich existing databases with external current data, and get regular alerts about need-to-know events and changes, including:
- Restructuring of key management positions or personnel within an organization.
- Significant expansion or addition of new services to a company’s platform.
- Fluctuation in industry rating or review scoring which might affect value (+ / -).
- Application to a governmental or regulatory body.