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Data cleansing: the key to direct marketing success
Direct Marketing

In order to get the most out of your B2B email, telephone, and postal marketing campaigns, database cleansing is crucial

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Feb 13, 2024

Database cleansing: the key to direct marketing success.

A great contact database need not have a huge list of names and addresses.

Marketers can get direct marketing wrong by sending marketing messages to large numbers of unqualified, random subscribers.

You’re wasting time and resources, and you’re harming your business. Spam-sending businesses today are prone to being marked down by search engines, making it harder for them to rank for search terms.

A targeted, relevant contact database list should be the foundation of your direct marketing strategy, instead of just a long one. 

How can we make this foundation stronger? By regular database cleansing.

On average, 25% of the data in a B2B marketing database is outdated and inaccurate. When the wrong information is present in a database, sales and marketing opportunities are missed. 

In order to generate more leads from direct marketing, companies should clean their marketing data first, this way, they can ensure they’re pitching to the right decision makers.

Six reasons for regular B2B database cleansing

1. Identify high-value leads

A clean customer database lets you identify crucial data points including a client’s purchase history. Based on this data, you can segment your target market and deploy marketing and sales strategies to suit their needs.

Up-to-date customer data means a more effective marketing campaign, leading to higher client acquisition and retention rates.

2. Increased productivity

Manually removing database entries, including duplicates and out-of-date records, is a time-consuming process. 

Cleaning your B2B marketing database can streamline your workflow and increase efficiency.

3. Predict customer behaviour

The primary tool for identifying business and consumer trends is data analytics.

You can use this information to discover trigger points like:

  • At what time of year may a client want to buy a certain product or service and,
  • Where you should target your price.

4. Faster conversion rates

Any successful marketer relies on high-quality data analytics. When you have the most up-to-date and relevant information possible, your campaign response rate will be higher and therefore sales are more likely.

5. Improved decision making

Bad data hygiene can lead to bad business decisions. This is why it’s important to cleanse your databases on a regular basis. 

With clean data, you can make more intelligent and cost-effective business decisions – increasing productivity and profits.

6. Personalised communication

Your database records can provide valuable insight into your potential customers’ preferences. 

Market research can identify the products and services they’re interested in, or how they prefer to communicate. 

One of the most efficient marketing methods is to personalise messages to appeal to different B2B prospects.

The risks of bad data

1. Reputational damage

If your contact information or data are outdated, you risk your communications being marked as spam or not being delivered at all. Potential clients might wonder, “if they take so little care getting my name right, how much care will they take once they get our business?”

2. Lost ROI

Inaccurate and outdated data will prevent your message from reaching the people you’re trying to reach – wasting both time and resources. Each misdirected email, phone call, or direct mail is a lost opportunity.

3. Compliance penalties

By using consumer data (including sole traders & partnerships) for which you haven’t been granted permission (i.e. a customer hasn’t opted-in to your mailing list), you could be liable for heavy fines under the General Data Protection Regulation (GDPR).

Telemarketing for B2B database cleansing

More Than Words and our partners manage a database of over 3,000,000 UK businesses , schools, and public sector organisations . To do this, we maintain and update our contact information constantly. 

As many businesses rely on existing customers for revenue, we also offer data cleansing and enhancement services. 

This could help you update your existing customer database.

Our B2B telemarketing database cleansing service includes:

Non-disclosure agreement

Every job we do providing data cleaning and validation is unique to our client. We don’t share it with anyone else nor do we add it to our own files to sell on. The data is fully owned by you and you hold the copyright to it.

Work carried out to your specifications

Data validation and cleansing are excellent ways to make your database more informative. Tell us what fields you’d like validated, and we’ll take care of it.

Adding extra useful information

Do you have three or four things you’d like to know about each company in your database? Our B2B telemarketing team will update your database with the information you request.

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See the results for yourself from database cleansing

More Than Words’ team provides a full database cleansing service for companies and public sector organisations.

Ready to bring your data lists up to date? Call us on 0330 010 8300 or by click here to email us.

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See the results for yourself from database cleansing

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