Master B2B Marketing: The Art of Proper Data Categorisation

In the realm of B2B marketing and sales, data is not just king—it’s the entire kingdom. Properly categorising your marketing and sales data can be the difference between a hit-and-miss approach and a highly targeted, efficient strategy. Let’s delve into how you can create a standardised categorisation list for organisation types, job functions, and job seniority, and explore the myriad benefits of well-organised data.

Crafting a Standardised Categorisation List

Organisation Types:

Categorising organisation types is the first step in structuring your data. Here’s how you can segment them:

  • Industry: Define the sector the organisation operates in, such as technology, healthcare, finance, manufacturing, education, etc. This allows for industry-specific marketing strategies and tailored messaging. We recommend overall sectors, broken down into organisation types and sub-types. E.g. Hospitality; Restaurants; Take Aways.
  • Size: Classify companies by the number of employees or annual revenue. Common categories include small businesses (1-50 employees), mid-sized companies (51-500 employees), and large enterprises (501+ employees). This helps in tailoring solutions to the scale of the organisation.
  • Geography: Segment based on location—whether by country, region, or city. Geographic categorisation helps in addressing location-specific challenges and opportunities.
  • Business Model: Distinguish between B2B, B2C, or hybrid models. This is crucial for understanding the end customer and crafting appropriate marketing tactics.

Job Functions:

Categorising job functions ensures your message reaches the right department within an organisation. Common categories include:

  • All Areas: C-suite executives such as Founder/ Owner/ MD, etc.
  • Sales and Marketing: Professionals involved in sales, marketing, business development, and customer relations. Chief Revenue Officer, CMO, Head of Business Development, Marketing Manager, SDR.
  • Operations: Individuals in logistics, supply chain, and overall operational management. COO, Operations Director, Operations Manager
  • IT and Engineering: Tech and engineering personnel, including CIOs, IT managers, software developers, and engineers.
  • Human Resources: HR managers, recruiters, and talent acquisition specialists.
  • Finance: CFO, Head of Finance, Accountants, financial analysts, and other finance-related roles.

Job Seniority:

Understanding the seniority of your contacts helps in tailoring the message according to decision-making power and influence:

  • Junior: New employees or junior staff.
  • Middle-Level: Managers and supervisors.
  • Senior-Level: Directors and VPs.
  • C-Level: C-suite, Board Members, top executives.

Benefits of Properly Categorised Data

  1. Enhanced Marketing Efficiency: With categorised data, your marketing campaigns become highly targeted. For example, you can tailor your messaging to address the specific pain points of small businesses in the tech industry or to appeal to mid-level managers in healthcare operations. This precision increases the relevance of your campaigns, leading to higher engagement and conversion rates.
  2. Improved Outreach Potential: A well-categorised database allows for more effective segmentation and personalisation. When you understand the industry, job function, and seniority of your contacts, you can create personalised content that resonates deeply with each segment. Personalised emails, for example, can see significantly higher open and click-through rates compared to generic messages.
  3. Streamlined Sales Processes: For the sales team, categorised data means quicker and more accurate targeting. Sales reps can prioritise leads based on their categorisation, focusing efforts on high-potential prospects. For instance, a senior sales rep might focus on C-level executives in large enterprises, while a junior rep might handle entry-level contacts in mid-sized firms.
  4. Better Data Analysis and Insights: Categorised data enables detailed analysis and reporting. You can track which segments are most responsive to your campaigns, which industries are driving the most revenue, and where you need to adjust your strategy. These insights are invaluable for continuous improvement and strategic planning.
  5. Scalability: As your business grows, a standardised categorisation system allows for easy scalability. New contacts and organisations can be seamlessly integrated into your database, ensuring that your marketing and sales processes remain efficient and effective.

In conclusion, the meticulous categorisation of B2B marketing and sales data is a cornerstone of effective business strategy. By establishing a standardised system for organisation types, job functions, and job seniority, you enhance your marketing efficiency and outreach potential and pave the way for sustained growth and success. Start categorising today, and watch your marketing and sales efforts soar to new heights.

Every organisation’s database is unique, for tailored advice on how to properly categorise your data, get in touch for a free support session with our data experts.