Welcome to Do This, Not That, the podcast for marketers.

You'll walk away from each episode with actionable tips you can test immediately.

You'll hear from the best minds in marketing who will share

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that is our everyday. I'm Jay Schwettleson. Let's do this, not that.

We are back for do this, not that. We are back for Do This, Not That podcast, presented by Marigold, and I want to talk about some hidden gold in your database that you're not leveraging.

Whether you're a business marketer or a consumer marketer, whether you're a tiny one-person marketer or a

giant enterprise marketer, there are segmentation available in your database that I think that you're

overlooking. What happens year over year in a database is magic. If you take a snapshot of your

database from literally 12 months ago on a given day, and you compare that database

to your database today and you look for very specific things, you will find new segments

that you can market to, that you should focus on, that your sales team should focus on,

that your promotion should focus on, that will literally change your revenue, change the opportunities

you have, change your pipeline.

So what do I mean by that?

Let's first talk about the business to business side of this thing.

Okay, let's look at your database year over year.

You grab a snapshot from a year ago and you compare it to right now, your database from a year

ago to right now.

Now let's talk about job titles.

Okay, anybody in your database who has a different job title last year to this moment this

year, almost every job title change in a business database is a promotion. When you get a promotion, you have more

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