How data cleansing helps you to reach your target customer
Are 3/4 of your marketing efforts not reaching your target customer?
An inaccurate database will result in missed business opportunities, potential brand damage and definitely a waste of marketing efforts, which is why it is so important to invest in data cleansing. Data cleansing should be ongoing to essentially ‘future proof’ the information that you hold about your customers. The cost of misdirected marketing campaigns, poor levels of uptake or conversion will far outweigh any preliminary investment in eliminating poor data, and with GDPR taking effect in the EU and the UK in May 2018, it’s now more critical than ever to invest in high quality and future proofed data.
However, from more recent experience, we’re going to discuss how we’ve used data cleansing in order to get to the decision makers. For example – Our client’s database was being used on a daily basis to support their B2B contact strategy. We identified that:
There was a total of 3,144 prospect records.
- 848 of these were ‘dead data’, with incomplete contact information such as no number, email address, sales lead name and the like.
Out of the 2,296 remaining records:
- 857 records needed to be amended with updated contact information, correct phone numbers or email addresses.
- 682 records needed to be replaced or removed as were irrelevant, or the business no longer existed.
Only 757 (24%) records were proven to be fit for purpose out of the box.
The purpose of data cleansing is to gather the most up to date information about the company, as well as identify the key decision makers for the business. This also helps us collate the correct details for future sales engagement, be it a personal internal email address instead of an info@, a DDI instead of just a reception number or other similar info.
Telemarketing/telephone based contact is one of the most accurate ways of obtaining this information, as opposed to automated verification. Using professionals in this capacity helps them to drill down more specifically into the company activity and decision making process. For example, job titles do not always denote roles, responsibilities or decision making authority – by telephone you can clarify ‘the person responsible for…’ which will inevitably ensure that your subsequent messaging is reaching the relevant contact for your proposition. This process, albeit slightly more time consuming will pay dividends when you execute your sales and marketing campaigns. You can try and capture more information, such as renewal dates, future prospect dates and the like.
Prospect Connect are experts in data cleansing. It’s more than just an exercise – we build pipeline purely through profiling. As they say, the devil’s in the data…