B2B Marketing Blog

No Database. No Communication. - Jennifer Usher

Sep 17, 2012 6:00:15 AM / by The Mezzanine Group

I used to think it was only in small to mid-sized b2b companies that databases appear to take the back seat, however, most organizations, regardless of their size, dread the black hole of database creation and maintenance. This is a common issue across the board, but why? Most companies have considered creating and consolidating their business records into a database, but the majority hesitate due to the time, effort, and resources required.

Databases are critical to most organizations for storing and retrieving key information for not only marketing efforts but sales, human resources, accounting, and other core departments. People throughout the organization need the database to be easy to use, reliable, and accurate so they can accomplish daily tasks and meet business goals.

When building a database, you must analyze how specific pieces of information relate to each other to determine its structure. Planning the structure will take time, but it's time well spent. A properly designed database spares you the trouble of reorganizing later. You also need a champion to manage your database – one person responsible for ensuring it is always current. If you don’t have a key person owning it – nobody will.

Building and maintaining a database will save a lot of unnecessary manual work and potentially money. This tool is an instrumental part of anyone’s business because it allows you to:

  • Properly track customer information
  • Organize information efficiently
  • Develop targeted campaigns
  • Review and analyze your business landscape

Lastly, having a database readily available will allow you to quickly market and communicate to your customers effortlessly. Bottom line – No database – No Communication. If you don’t know where to start with developing or organizing your information, give us a call!

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Topics: Marketing Strategy and Planning

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