That Bought Data Case Study Episode
THAT MARKETING PODCAST •
Gemma Amond, Head of Marketing at Freeman Clarke, discusses why they use purchased data to drive their marketing, and shares key things to bear in mind when you’re buying data and starting to use it.
In episode #4, we established that sending to purchased data is legal. This time, we’re exploring the actual practicalities involved. Freeman Clarke are a long-term Spotler customer, whose business model is heavily reliant on buying data. Their Head of Marketing, Gemma, explains:
Why her business model needs bought data:
“So, Freeman Clarke are a quite unique service. We provide experienced board-level IT directors, CIOs, and CTOs. But our model is different, in that it’s on a part-time or fractional basis. So, because it’s so unique, people don’t often necessarily know what to search for, or wouldn’t ordinarily know that our service is available. So, we really do need to go out and be able to explain that offering to them. So, to do that, we purchase data, so we can spread the message and build awareness.”
The importance of knowing your data before you start buying:
“It’s often the case that the way you have your data structured in your database is that you’ve got small pockets of different types of people in there, whether it’s networks or partners that you work with, that you might not necessarily market to, but they could potentially look like a perfect profile from it from a job type perspective. Or indeed, you might have your suspects or prospects that your sales team are already talking to.”
Her best tip for negotiating with providers:
“If you do buy a 12-month license, what I have been doing is then saying ‘Right, well let’s look at what you think I owe you for another 12 months. I’m going look at the data you’re about to recharge me for, and see whether or not it’s actually been engaging in any of our content.’ And if it hasn’t even opened, clicked, then often I’ll say, ‘Let’s leave those guys for now. And only re-license those that have actually engaged with the communications we’ve been sending.’”
About the Speaker
Freeman Clarke is the UK’s largest and most experienced team of fractional CIOs, CTOs and IT directors. A business-focused team of IT leaders who provide board level input to mid-market companies that don’t want or don’t need a full-time CIO, CTO or IT Director.
About the Presenter
‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting seminars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.