November 18, 2024  |  Peter Long

Powering the Sales and Marketing Engine with Data

Does Your Company Need a List or Data?

For nearly a century, MCH Strategic Data has supplied lists and contact data to thousands of educational publishers, technology companies, and general service providers that keep schools running smoothly across the U.S. While MCH still generates significant revenue from list licensing - whether for direct mail, email campaigns, social media, or programmatic ad campaigns - the future of marketing lies in data. Data as a Service (DaaS) is where marketing and sales opportunities merge with information intelligence, allowing businesses to turn insights into strategy. In this blog series, discover how savvy marketers leverage data - not just lists - to drive success.

The Evolution of Lists in B2B Marketing

For almost a century, lists dominated the B2B advertising landscape. Contact lists have remained a reliable tool for lead generation. However, simply using contact lists to blast messages can miss out on a world of marketing opportunities.

Traditionally, marketers would outline their target criteria and request a list from a provider, like MCH, to reach a specific group. This process required a substantial amount of expertise to ensure a high ROI. But as modern marketing shifts, so does the need for more insightful and strategic use of data.

Bridging Creativity and Analytics in Marketing

Marketing teams, often driven by creative minds, may overlook the strategic use of data to enhance campaigns. Meanwhile, IT teams and developers with a more analytical mind may lack the marketing background to see the data’s full potential. Fortunately, advances in software and customer relationship management (CRM) tools have made data analysis more accessible, bridging the gap between creativity and analytics. With today’s technology, marketers can utilize data in ways that drive real results, turning complex data into actionable insights.

Data as a Service: Empowering Modern Marketing

Access to constantly updated and current data combined with affordable tools for analysis and integration of that data into corporate systems has leveled the playing field. Now, even small companies can outperform major players by leveraging Data as a Service (DaaS) to make better decisions and ensuring all parts of the business are using the same validated and current information (across all applications and use-cases). MCH Strategic Data is committed to providing DaaS solutions, where contact lists are just one part of the broader data ecosystem that drives marketing, sales and corporate planning success. MCH now offers marketers access to the wealth of constantly updated data we compile using the best access method for your specific use case. Programmers use API access to feed data into applications they develop. Marketers use online list creation tools to pull the most optimized contact list for the immediate campaign they are working on (using the most current data to power it). Sales teams and Corporate planning use hosted databases in the cloud to access individual records in real-time and answer important market potential questions that they have. All of this is powered by a single comprehensive database with connection tool used to meet the specific end use case for the data.

Maximizing Data’s Potential Across Your Organization

Many companies have multiple access methods to ensure data consistency across all systems. Whether order entry wants to make sure fields are complete or sales wants to find more prospects or executives want to understand market potential for their products, use cases for leveraging the data are endless.

Here’s what that looks like in practice:

• ListBuilder Portal: This online tool provides marketers with instant access to MCH’s latest data, enabling you to run counts and selects on your own time. Create your ultimate data selections, then simply purchase and download – it’s that easy!
• API Access: Seamlessly integrate or automate MCH data into your database or MAP/CRM. Updates are scheduled according to your needs and happen automatically, freeing up valuable IT resources by eliminating repetitive data loads.
• Azure and AWS Databases: The most flexible option, your data is updated weekly and supplied in a relational database with customizable views that work for your needs. You don’t need to be a technical wizard to view the data exactly how you need to see it!
• DataLocity Integration: An entry-level option built for use with Salesforce and HubSpot, DataLocity integrates MCH Education data directly into these systems, saving time and ensuring security. This solution updates and matches nightly without overriding client information.
• Infinite Access: A web-based tool that allows users to create custom views and searches, visualize the MCH data plotted on maps, and even export contact records as needed. A versatile web-based tool designed for flexibility with a multitude of ways to search and access school, district, and even child care data.

The Bottom Line: Data is the Future

At MCH Strategic Data, we say Data is HOT - Lists are NOT. The future success of MCH lies in helping our customers grow their businesses and use data to do that. If your company is not fully embracing DaaS, you may be falling behind your competition. Every company is challenged to do things cheaper – faster – better. That’s why using comprehensive, updated and hosted data to assist in that process is critical. Data can now drive a cohesive marketing strategy across your organization. Ready to learn how data can power your strategy? Contact MCH to discuss your unique needs and discover solutions tailored to your goals.

More Insight from MCH

• Never miss a Moment: Sign up for MCH's Monday Marketing Moment here!
• Check out our series on Selling to Schools and Districts here!
• Plan ahead with MCH's Top 25 Education Events in 2025 - Download here

About MCH

For nearly a century, MCH has empowered educational marketers with the data, tools, and solutions needed to thrive. Our cutting-edge technology continuously updates and verifies millions of educator records, ensuring you have the most accurate information for your campaigns.

Use our free ListBuilder tool to explore our education data, or Contact Us to strategize as a team.