Snapchat started trading on the New York Stock Exchange on March 2nd, 2017, offering 200 million shares at $17 each. By 12:00pm ET, their price had risen to $25.38 per share.

That all sounds really great for Snapchat, but it doesn’t really help you at all.  So, instead of continuing to bore you with financial data and investment information, I’m going to share with you some ways to get the most out of Snapchat by incorporating it into your marketing strategy. If you haven’t already, that is.

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Recently at Dreamforce, Salesforce.com (SFDC) asked Virtual Causeway’s president, Rick Endrulat, to reveal to the world how his company uses Data.com, how clean data is critical to his company’s success, and how he utilizes the various products from SFDC in his company’s day-to-day operations.

This brief video offers a good insight into the challenges that we all face. What makes this more intriguing is that Virtual Causeway is consistently engaged by world class brands to help fix their processes and results. Hence, how does an agency tasked with such a mandate by its customers handle its own internal requirements?

Check out Rick as he gets real and transparent.

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For Marketers, this is a big issue. The challenge most of them face is that they do not know their customer well. They may know the target industry, and job title, and company size. They may know a pain point or two. However, most of these known entities are based on assumptions or informal conversations with a small sample of the intended audience.

The only way to truly know how to engage your audience, such that they listen to your message, is to have sufficient data that allows you to create an “Ideal Customer Profile”; and that’s the rub. For most of us, our customer data is weak, if not outright embarrassing. We’re missing key pieces of information. We’re inconsistent with the data formats. We sacrifice quality in order to keep peace among the various personnel who work with the target audience and can’t always be bothered asking for the information required or completing the data entry that is necessary.

Bad data results in bad marketing. It’s impossible to implement a campaign that delivers the right message to the right person at the right time. There is just not enough information. Instead, Marketers deliver shotgun campaigns. It’s a pray-and-spray approach where the sheer number of contacts reached out, perhaps via email, will result in a handful of potential conversions that Sales can work. However, even this style of marketing can only work for so long before your audience simply ignores you because you’re adding no value and wasting their time; the same ‘time’ that we know is in short supply.

With all of this as our reality, what can we do?

Watch this video. It was recorded at the 2015 Dreamforce. It tackles the issue, shows the solution, describes the effort, and demonstrates the tools. Start here.

This video will show you three ways that the right data improves customer engagement.

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