“37% of companies cited duplicate and overlapping data as a significant marketing problem. – Forrester Research
B2B marketers understand the problems that contact databases after all is a critical asset when it comes to activities like market segmentation, b2b marketing automation, email campaigning etc. All data cannot be treated equally sometimes. According to Gartner studies it has revealed that 33% of customer contact information deteriorates every year .
These problems can lead to incomplete lead information, email deliverability issues, poor targeted marketing campaigns. The good news is that it does not have to be that way, if B2B markers combine actionable data with evolving marketing technologies. Through this marketers can be better prepared to gear towards specific goals of generation and management of qualified leads and such leads can be passed on to sales, to which they can successfully and efficiently act upon.
As you all know high performing data starts with capturing the right data. Now it’s differs from organization to organization on what kind of data will be considered as right b2b marketing data. Normally it can be contact name, company, job title, email address and phone number. Thankfully, now you have various options available through which you can validate and update your database and improve the effectiveness of sales & marketing tools (like Campaign Management, CRM, Marketing Automation, Analytics, etc.)
A regularly refreshed database will help you in running successful campaigns and generating better ROI, target list segmentation and lastly stronger alignment between sales and marketing.
“Lack of bad data is bad, but possessing bad data that influences key decisions is far worse” – Albert Einstein