I’ve been posting a lot about using data and maps, and the advantages that intelligence brings to the table.

The other side of having great data is just as important. What do you do with the intelligence the data brings?

The best sales people provide all available information to their clients.
The best sales people provide all available information to their clients.

What good is all of the information if you don’t use it?

Information/data discussions should be a part of virtually each and every sales conversation with our clients. To be effective, we must follow through.

Follow through looks like this:

  • Data should be the foundation upon which you build your proposed marketing plan for the client.

  • The proposed plan should include all of the marketing and research services, not just an advertising campaign.

A deep-dive research report on their customers should not be the end of the data service until we meet again for annual contract talks. It should be just the beginning of a process that consists of using all the marketing services at our disposal to help our client grow!

Once the campaign is in play, advertising operations is monitoring performance and reporting metrics for the next meeting with the client.

While this is an important part, there are a whole lot of other elements that we (the research staff, the sales staff, sales managers, etc.) should bring to the table for our clients. Bring all of your resources to the table.

The Borrell Associates report Local Advertising Hits a Tipping Point (June 2015) reveals the trend in ad spending as a percentage of total revenue that is in decline. Borrell further indicates that local SMBs are investing significantly more budget in marketing services than they are in actual digital advertising.

With McClatchyLift, a process we sell and use with SMBs to learn more about their customers through profiling and behavioural analysis, we already provide a solid data analysis service. However, we should also be offering our entire portfolio of other marketing services that ensure the use of the data analysis provided.

Though I would also include data-driven marketing, information from eMarketer shows that SMBs biggest barriers to implementing data analytics are:

    1. Time.

    2. Cost.

    3. Lack of know-how.
One-quarter of small businesses simply don't know what to do with data they have.
One-quarter of small businesses simply don't know what to do with data they have.

Our entire support and sales team must be able to do the storytelling, always reinforcing why doing business with us is better than with the competition. And demonstrating the talk with the action of using our tool set to put the data analysis to work.

That’s the marketing part,  what we do with the data and analysis and strategy work. The “do” equals results.

The constant question is: How we improve our current position? How do we continue to get better?

Additional services to include:

      • Customer experience surveys.

      • A/B test ad creative, headlines, slogans, etc.

      • Creative services.

      • Multi-location analysis.

      • Focus groups.

      • Predictive model builds.

      • Mapping: retail trade zone, high-potential customers, consumer demand, drive-time analysis, new home buyers, trends, etc.

      • Analyse media schedules.

      • New detailed digital intelligence and capabilities they have never experienced before.

      • And more.

Mix all of these capabilities with your local SMBs’ business and marketing plans. There is a lot more invaluable integration we should be bringing to our marketing (not sales) calls.

Our forward-thinking SMB partners know they can leverage intelligence to improve their business performance. We can help by solving the problems in this eMarketer.com chart and bringing a marketing partnership to the table.

Sales people need to provide a comprehensive picture of an advertiser's potential clients.
Sales people need to provide a comprehensive picture of an advertiser's potential clients.

They will work with us on improving the data-driven execution of marketing.

The bottom-line is, we can help our local SMBs thrive in this era of data-driven marketing.

If we make it happen, we both win.