Interesting article from DMNews.com on one-to-one marketing for B2B companies. DMNews.com: One-to-One Marketing Builds Sales
Kermit Yensen writes, "Sales and marketing leaders often have a clear vision of how one-to-one marketing can benefit their prospective customers, their sales force and their bottom line. So why aren’t they implementing one-to-one marketing for themselves? Or, if they have, why do results seldom measure up to the vision?"
Yensen argues that it all starts with the marketing database.
Database addresses the symptom not the cause
Many 1-to-1 lead generation programs don’t fail because of a lack of vision or strategy. They fail as a result of poor execution. Poor marketing/sales databases are simply a symptom of the problem rather than the root cause.
One-to-one marketing requires tremendous synergies between marketing, IT and sales. Simply put, most company don’t have enough cross-functional teamwork to successfully execute 1-to-1 marketing. I wrote a post about this a whle back.