Knowing what you have is one thing. Knowing what you don’t can be quite another, especially when it comes to the completeness and accuracy of the records in your contact database. According to Marketing Sherpa, 2.1% of contact data goes bad every month. This data degradation drastically affects the way you target your outbound marketing and sales activities.
The consequences of this are that:
· Emails are not being delivered
· Emails are being sent to the wrong person
· There are persona gaps in your audience lists
· Sales teams are wasting time and effort working with bad data
All of these inefficiencies have a major drain on pipeline creation, marketing ROI, cost per lead, and ultimately revenue for your organization. Manually cleaning and validating thousands upon thousands of leads, merging them with your existing contacts, eliminating duplicates, and appending records to provide a complete contact can be a daunting task for any database administrator, let alone a marketer.
Our Contact Data Management solution helps B2B Marketers remediate their sales and marketing databases, provision the database with clean, pre-validated contact records with targeted pin-point accuracy and maintain the database’s integrity and accuracy. Customer and prospect data that is always sales and marketing ready results in greater marketing effectiveness and increased pipeline and sales revenues for your organization.
Repair
The first of the three phases is Repair, which simply means fixing a problem.Understanding your target market is the key to creating the right message that will elicit a response. Incomplete or bad contact and prospect data can cause the best and most well crafted marketing campaigns and sales activities to fail because you can’t fully understand your targets or reach your audience.
By verifying, cleansing, and appending your data, you are able to create targeted marketing campaigns that reach the right audience every time. We verify and cleanse your contact database by loading it into our contact data management system to perform an automated repair operation. The repair operation first makes sure the structure of your data is consistent and that duplicate records do not exist. Finally, the system verifies, appends and repairs the company level information and validates email of all the contacts and leads in the database. Having complete and accurate data records ensures that your message will be delivered and that you will have a greater reach and ultimately a greater ROI on your marketing efforts. This process also allows you to accurately analyze your database highlighting in which vertical your organization is strongest and where emerging business and untapped markets may lie.
Provisioning
The next phase is Provisioning. This hinges on post repair analysis of firmographic and contact data to create a target Contact Data Provisioning Plan. It’s an automated way of looking at your existing data to check what you do an don’t need before you start planning on replacing the bad data in your database and growing your contact database to support new marketing and sales campaigns. The first step in this process is to perform a title density analysis that identifies and segments your database based on job titles. This gap analysis exposes the strengths of your database as well as the holes where key target titles may be missing.
The next step in the provisioning process is title-clustering analysis that begins to aggregate areas and roles of responsibilities. This role-based analysis maps all associated title groups to a desired target persona to help further segment the database to reveal consistencies, strengths, and areas for growth and improvement.
The final step in the provisioning process is defining the contact gap by persona analysis to help determine which key contacts are missing per account that would make up the decision-making unit. This analysis looks at the database and all of its records and makes correlations based on user defined decision making group roles to ensure that each account has all of the contacts that are needed to enable sales to have the complete picture as to who makes up the decision making unit. Having the complete picture of what the decision making unit looks like can help sales to close business faster thus accelerating revenue and helps to avoid the pitfalls that can occur at the time of procurement and purchasing by knowing and understanding the key stakeholders that constitute the purchasing team.
Maintenance
The final phase is Maintenance. This is the process of automatically monitoring and stress testing records by comparing them to trusted, up-to-date sources. This sort of data rationalization uses meta data to determine the best assortment of objects that generate the most business benefit to the end users. This not only keeps data in a high state of sales and marketing campaign readiness, it also creates an opportunity to enrich standard business card records with valuable details that can transform a run of the mill lead or contact record into a much more powerful sales intelligence tool. Without maintenance, the database degradation will continue and the cycle of marketing to dirty and outdated data will begin again.
Talk with Sales Inside Inc Today
Contact Data Management can help you ensure that your customer and prospect data is always sales and marketing ready, resulting in greater marketing effectiveness and increased pipeline and sales revenues. Contact us at sales@salesinsideinc.com for a no obligation consulting and a sample health check of your database.