A database is more than a simple file: it organises and structures information on your customers and prospects. It is crucial in the implementation of an effective marketing strategy, whether your targets are businesses or consumers. The data to be collected and stored are different whether you work in B2B or B2C.
A database is a structured information set stored in a computer system (CRM, Access, Excel, etc.). More specifically, a customer database centralizes all the information related to your customers. It allows you to keep a complete and clear view of your customers or prospects. Your database is an important part of your marketing actions.
Why customer database is important
In both B2B and B2C, the aim of a database is to gather quality information to increase your turnover. To do this, you need to develop a profitable business strategy. Prospecting, building customer loyalty, launching a marketing campaign, etc. will multiply your return on investment tenfold if you take the time to analyze your customers and collect the right data. This analysis will help you better understand the value of each of your customers and their behaviour.
Two data remain essential in both B2B and B2C: the email address and name of your contact. For the rest, the information to be gathered varies according to your final target: companies or individuals.
Information to collect for B2B
In a B2B database, the essential information concerns the company, but also your contact person.
The name of the company, its company and VAT numbers, legal form, postal address, date of incorporation, etc.
You will generally find this information via the company’s NACE code. This data allows you to adapt your offers according to your customer's activity.
A company with 500 employees generally does not have the same financial means as a VSE with 3 employees.
Again, this will impact the amount and nature of your offers.
In addition to the name and email address, you should enter the function and phone number of the contact person within the company. Your CRM is also the best place to record information about your relationship with this customer: how you came to know him or her, the dates of contacts or meetings, etc.
Beyond this information, you can fill in your B2B database with everything related to sales: products purchased, or services subscribed to by this company, order amounts, etc. B2B database marketing: Use your database to keep everything necessary to ensure smooth marketing actions.
Information to collect for B2C
A B2C database includes the contact details of your customers (name, email address, postal address, date of birth). This is basic information. Your database should also include everything related to purchases: number of orders, average basket size, frequency of purchase, recurrent orders, etc. For further segmentation, you could add information about your customers' income, family situation, profession, interests, etc.
In all cases, only collect the relevant data for your marketing strategy. If you store too much data, you risk being drowned in information.