Marketing Touches: Knowing When To Say When

January 1st, 2018

Julian Archer

Summary

Marketing organizations often struggle to define the right frequency to contact prospects and customers. Well-defined communication policies are necessary, or the risk of opt-outs and bad data increase dramatically. A marketing touch policy must work within technology and other resource constraints, as well as balance buyer preferences with marketing goals.

In B2B marketing, less is more. Original discussions of contact segmentation, message relevance and the importance of opt-ins falls by the wayside once inquiry numbers drop. If there are no rules to prevent marketers from falling into this tempting trap, the damage to the database can be both significant and lasting. In this report, we describe the options for marketing touch policies, how to include buyer preferences in these policies, and how to track policy impact over time.

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