Adam Herbert, CEO of Go Live Data
A data industry disruptors view, by Adam Herbert. August 2024
As the CEO of a data and marketing company shifting the way businesses connect with clients, I’ve seen a huge change in how data is collected, analysed, and used in the twenty or more years of working in the industry. Companies today have access to more information than ever before, but it’s not just about the sheer volume of data; it’s about how it’s used to create genuine, long-lasting connections. Here’s how to make data work, for building important relationships that support the growth of your business.
Deepen relationships
At the core of any strong relationship is a deep understanding of the people involved. For businesses, this means truly knowing and understanding who your clients are, and data can be your golden ticket to achieving this. By collecting and analysing information from various sources, such as social media, website visits, purchase history, surveys and feedback, it’s possible to create a detailed profile of every business customer.
This goes far beyond just knowing their purchasing history or location. It’s about understanding their preferences, behaviours, and even predicting what they might need next. With advanced analytics and AI tools, you can truly delve into these insights. For example, if a client uses only eco-friendly products, you can tailor your offers and messages to match their core values, to strengthen the connection.
Ethical marketing
Personalisation isn’t just an add-on now, it’s what B2B marketers should incorporate into everything they do and it’s what I advocate to my team and clients at all costs. Gone are the days when blanket en masse emails are sufficient, or indeed compliant, therefore marketing strategies should put recipients at the heart of their marketing efforts, following in our footsteps here at Go Live Data. It’s imperative that businesses know who their clients are, what their preferences are, what they seek, and why. With the right data, businesses can create highly customised experiences that speak directly to the right individuals within their chosen business audience.
However, it’s crucial that personalisation is done one-hundred percent right. It’s more than simply adding a first name into an email; it’s about delivering the right content, offers, and experiences at the right time, and that they’re accurate and relevant. Using data to map the customer journey, enables you to anticipate their needs and add value, in real time. For example, a finance company could use past purchases and browsing habits to recommend new policies or services to match that history. That way it’s much more likely that you’ll retain that client, and they’ll be much more likely to convert into a client, if they aren’t one already.
Building trust
Data is extremely powerful, but with data comes huge responsibility. In today’s fast paced digital world, data privacy is a priority and businesses that don’t adhere to legislation will face the consequences. Clients (whether they’re businesses or consumers) are now much more aware about how their data is used, and they expect honesty and integrity from the brands or businesses they interact with.
What’s more, to build lasting relationships, businesses must be transparent about data. This means clearly explaining what data you collect and how you use it, and it’s vital to ensure it’s protected. Trust is the foundation of any strong relationship, and data is no exception. When clients feel confident that their information is being managed properly with discretion, they’re more likely to share more about themselves, which in turn provides you with better insights.
Maintain engagement
Building a relationship isn’t just about that first interaction or sale, it’s about ongoing relationship building and engagement. Data can help you keep contact alive by highlighting new ways to connect with clients.
For example, data can tell you when a client may be coming to the end of a particular service contract, so you can send them a timely reminder to renew. Or, if a client hasn’t been active in a while, such as visiting your website, data can trigger a campaign to bring them back again. By staying consistently engaged in thoughtful and personalised ways, you can sustain and build the relationship.
Predictive and proactive relationships
The future of client relationships is about being both predictive and proactive. As data and AI continue to advance, being able to predict what your clients need before they even know it, could potentially revolutionise your business. By analysing patterns and trends you can anticipate their needs and offer solutions before they even ask.
Take for example, you’re a bank offering financial advice, including loans, as a business client is considering a substantial business purchase, means always being one step ahead which will not only boost client loyalty, but it will also make your business and services a crucial element of their business or organisation.
Wrapping It Up: The Data-Driven Relationship Revolution
The companies that are most likely to succeed are those that understand how to use data, to build and maintain long-term client relationships. It’s about moving beyond one-off transactions in order to create personalised, meaningful experiences and communications. By using data wisely and with integrity, businesses can not only meet client expectations, they can exceed them, ensuring they remain trusted partners for many years.
About Adam Herbert
With over two decades of working in the data and marketing industry during his career, Adam Herbert has helped leaders and their organisations develop, by supporting with market sizing and growth through data driven strategies, helping them to move from traditional marketing methods into the constantly evolving digital space. Now heading his own business to drive change, in what is seen as a stagnated industry, Adam’s focus remains on business strategy, operations, product marketing and sales. His career has always focused on helping customers, driving revenue and guiding some of the world’s largest companies which he continues to do through Go Live Data.
