As we’ve mentioned before, profiling your internal data is the best way to build a database of prospects. But before you can start these profiling activities, there are a few elements you should have in place first.
Keep it simple, but create a plan that addresses:
- Your Goals – Include where you are today (number of contacts, % with emails, % with industrial codes, etc.) and what numbers you want to hit by when. Include a review of the current fields you have, what you’re using, and what you need.
- Profiling Activities Calendar – What will you do and when (monthly, quarterly, yearly)?
- Incentives and Promotions – Are there any special internal/external promotions or incentives you want to offer to encourage others in your organization to keep profiling top of mind?
- Internal Communications – Once you’ve built the plan and received executive buy-in, you’ll need to regularly report back on your goals and movement toward their goals.
Time and resources
If you have to eliminate another marketing activity to devote more time to profiling – do it.
Executive Buy-In and Support
Data profiling takes a top down, companywide commitment and investment, starting with the acknowledgement that profiling is a critical piece of your business development strategy. Those in leadership positions throughout the company should be on board with this venture, even those who aren't necessarily involved in its execution.
A System to Capture Data
If you’re using anything other than a CRM system for your data, you won’t be able to successfully profile your data. Make sure you budget time and dollars to implement and maintain your in-house CRM system.
Tip: Hire a part-time employee to help profile your database once a year. Summer is an ideal time to reach out to targets, since business might be slower and there may be more interim employees available.