Corporate360 puts spotlight on IT Marketing Data Platforms
The digital marketing technology marketplace is rapidly changing and Corporate360 continues to innovate modern marketing methods for IT Marketers.
So, what exactly is Tech SalesCloud and what does it do?
The context is that disparate (online and offline) sources generate lots and lots of data about IT prospects. As an enterprise IT marketer you increasingly want to combine your in-house marketing data with external data sets, for prospect segmentation, targeting, and campaign execution. In many scenarios you’d like to increase the relevance and precision of your content targeting efforts by leveraging different types of data sets
Primary data: in-house customer, prospect, interaction, and transaction data
Secondary data: external data sets like lists and profiles that you license from a partner
IT Marketers have always grappled with the challenge of discovering Competive intelligence, IT installed-base information & Contact maintenance. A company may initiate an IT project based on an expiring software version or a hardware equipment which triggers several purchase decisions such as software licences, adding new hardware equipments, Tech Refresh & chosing service partners – all at same or different points of time. Ideally, an IT marketer would like to target the company across all these interactions but it’s not always easy to identify that it is the same user in all three scenarios.
Tech SalesCloud is an IT Marketing Data Platform lets you aggregate, integrate and manage different data sets through a central interface. It theoretically helps to identify different IT audience segments to optimize advertising, marketing, and sales activities. From a functionality perspective, it lets you specify Competitive Intelligence, IT installed-base, Sales triggers, IT contacts and integrate with other CRM tools and ensure privacy rules are not violated.
The IT marketing data platform marketplace is still maturing and in reality it helps to eliminate list purchases and save marketing budget. Enterprises increasingly need a central marketing data hub that orchestrates your marketing and targeting efforts. This data hub should constitute a single platform that offers total addressable market with relevant sales intelligence.
IT marketers should ask themselves if their enterprise marketing data allow them to leverage competitive intelligence, IT contacts and some form of predictive analytics to combine them as needed on a campaign-by-
C360 and Its Competitors
There are several legacy List sellers & Data Re-sellers. They follow the old fashioned approach of selling generic company data, contact titles and emails for a specific dollar amount which turns out to be expensive. In most cases, these data vendors partner, source lists from each other and re-sell at a higher cost. There is no process driven data development methodologies, IT sales intelligence, Competitive intelligence and relevant IT sales triggers in their data. Such vendors sell generic data platforms and lists through aggressive marketing schemes. The lack of data maintenance support put marketers at high risk with data becoming outdated in short span of time resulting in waste of marketing budget. This legacy approach has manipulated marketing industry for the past decade, however IT marketers are now avoiding such legacy list sellers.
There is some innovation happening through some of the IT Org Chart vendors, but they are focused on a very small space of Large enterprises where information is available on public domains which is captured through web-crawlers. The high reliance on web crawlers indicates mostly web behaviors which often questions the relevancy of data for IT marketers. The fact is, web analytics or social media monitoring is not predictive analytics, Good looking org charts won’t help to sell and Large enterprise segments are already established and saturating IT markets. So such platforms turns out to be a ‘good to have’ tool but does not complement as a demand generation or lead nurturing engine to quickly accelerate pipeline creation.
Coming back to C360 Tech SalesCloud, it is a modern IT marketing data platform with 360-degree sales intelligence. Leveraging latest technologies such as BigData Analysis & Predictive Analytics, the tool combines IT Installed-base, Competitive intelligence, Patterns, IT contacts & IT research campaigns to develop actionable sales intelligence data sets for enterprise IT marketers. The features include ContactsAssist which helps IT marketers to track contact movements real time to ensure accuracy is maintained. SocialConnect feature helps to leverage social media profiles of target contacts directly from SalesCloud. Predictive Analytics feature provide a set of Sales triggers such as Tech Refresh, Upgrade, New Deployment etc for the highest probable sales opportunities with LeadScore. IT marketing teams can leverage CampaignBuilder to analyse competitive installed-base with indicators of product model, end-of-life, support expiry etc to learn sales ready leads and design ‘take-out’
Tech SalesCloud offers 90% of total addressable enterprise IT market coverage with 200,000+ companies, 3Million+ IT contacts from 100+ countries. The company promotes Data-as-a-Service model, which include dedicated data maintenance support teams. This reflects the authenticity and commitment of data sets offered and safeguards a one-time investment for all IT marketing data needs with highest return on marketing budget. To get more insight into the whole spectrum of IT marketing data solutions, contact us at firstname.lastname@example.org