Categories B2B, Data & Analytics

Boost Your Marketing Campaign Success by Recycling

You could discover a goldmine of new leads and opportunities by recycling the records in your database.

You could discover a goldmine of new leads and opportunities by recycling the records in your database.  


Marketing enjoys boosting its return on investment by repurposing existing content for new platforms:

  • Creating blogs from long form content such as consideration documents or white papers.

  • Creating audio-only podcasts from webinars.

  • Using transcripts of audio- or video-based work as a basis for an eBook.

  • Taking key ideas and themes from blogs and using them for social media updates.


It’s a cost effective approach that sees marketers fully exploiting their initial content spend. But can the same principle be applied to your database?


Maximize your database via...




… break down your customer database into lists of different customer types – ’personas’.

… from these, you can understand what each persona’s needs and business pains are – and tweak your content/marketing strategy to appeal to each specific persona.


Action list


1. Locate, for example, five different personas within the same sector you are targeting.

2. Take an existing planned campaign and its core content and messaging.

3. Create five similar campaigns from this one campaign – each one tailored for the specific needs of each persona.

4. That one campaign has now been recycled effectively, maximising your ROI on the original content.




– By pulling together the location information in your database, you can localise and target campaigns to specific territories.

– Uncover new territories that you may have missed before because such data was previously ignored or hidden.


Hire a reputable data cleaning services/profiling provider to aid with your recycling plans. It will be able to offer:


Data profiling


By drilling down into your database, the provider can identify your best customers, find key identifying characteristics – and even identify all-new customers based on these characteristics.

This analytical approach is invaluable to creating personas based on data and not mere ’gut instinct’.


Expansion services


By using these defined characteristics, a reputable data provider will be able to locate new untapped markets that can be exploited immediately; these could be based on geographic location or fresh data from its own database that will complement and expand on your own records by revealing vital statistics such as...

  • Employee size

  • Turnover figure

  • Contacts

  • Premise type

  • Gone-aways

  • Industry sector


By examining your existing database, the provider could double the size of your existing market overnight.



  • Your database contains hidden vital leads and opportunities that can only be unlocked via data profiling.

  • Data analysis will reveal how your existing campaigns can be recycled and retargeted to exploit new opportunities.

  • Employ a reputable data provider and use their profiling expertise and data cleaning services to maximise your ROI.


What about the rest of the marketing campaign?


Discover how data can help you at each stage of your marketing campaign with the Guide: ’Your Campaign, Our Data’.


Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The Challenges of Customer Lifetime Value (CLV)

The Challenges of Customer Lifetime Value (CLV)

We all agree Customer Lifetime Value is important, but there’s not much agreement after that. This blog is about the challenges of Customer Lifetime Value (CLV). CLV is a fantastic concept but defining that value and...

Peter Rivett-Jones
Peter Rivett-Jones 24 May 2023
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Exploring the Rapid Growth of Mobile App Development

Exploring the Rapid Growth of Mobile App Development

Smartphones have included mobile applications for more than ten years. The fastest-growing area of the mobile industry is the mobile app market. Only a few app developers were aware of the potential market opportunity...

Prashant Pujara
Prashant Pujara 24 May 2023
Read more
The Top Ecommerce SEO Trends for 2023

The Top Ecommerce SEO Trends for 2023

As we approach the midpoint of 2023, ecommerce businesses face an increasingly competitive landscape. To stay ahead of the game, businesses must focus on optimizing their online presence for search engines. Here are...

Jagdish Mali
Jagdish Mali 23 May 2023
Read more