A great contact database doesn’t necessarily mean a huge list of names and addresses. One of the ways in which marketers can get direct marketing wrong is to indiscriminately send marketing messages out to thousands of unqualified, random contacts.
Not only does this waste your time and resources, but it can actually harm your business, as search engines today are adept at identifying businesses who spam users, marking them down and actually making it harder for you to rank for your target keywords.
This means that the foundation of your direct marketing strategy should be an accurate, targeted, relevant contact list, instead of just a lengthy one.
The most important element of this foundation? Regular data cleansing and enhancement.
Research has found that 25% of the information contained on an average B2B marketing database is out of date and inaccurate.
Each record on a database containing the wrong information is a missed sales and marketing opportunity.
When companies are looking for ways to increase the number of leads they generate from direct marketing, the first step we recommend is to cleanse their data making sure they’ll be pitching to the right decision makers using the correct contact details.
Six compelling reasons for regular B2B data cleansing
1. Identify high-value leads
A clean customer database helps you identify key data points including a client’s purchase history and their level of loyalty to your business.
Using this data, you can segment your target market and deploy different marketing and sales strategies based on their specific wants and needs.
Up-to-date data means more effective marketing campaigns leading to higher client acquisition and retention rates.
2. Increased productivity
Manually removing erroneous database entries including duplicates and out of date records is a painstaking process costing your business both productive time and money.
By cleansing your B2B marketing database, you can help streamline your workflow and maximise efficiency.
3. Predict customer behaviour
Data analytics is the primary tool when it comes to identifying business and consumer trends.
This information can be used to discover trigger points such as:
- what time of the year a client may be interested in purchasing a specific product or service and,
- what price-point you should be targeting.
4. Faster conversion rates
Successful marketing departments rely on high-quality data analytics to inform their marketing and sales strategies.
Giving your marketing team the most up-to-date and relevant data possible means that leads have a significantly higher chance of being converted into sales.
5. Improved decision making
Poor quality data can lead to incorrect business decisions and this is why it’s important to regularly cleanse your databases to make sure they’re as accurate as possible.
From marketing and sales through to product development, using clean data will help you make more intelligent and cost-effective business decisions – helping to improve both your productivity and bottom line.
6. Personalised communication
Accurate data can provide valuable insights into a customer’s personal preferences, such as the products and services they’re interested in, as well as their preferred methods of communication.
This helps you to use one of the most convincing marketing methods available – personalising messages to specifically appeal to different B2B leads.
1. Reputational damage
Using outdated contact information or bad data, runs the risk of your communications being marked as spam or not being delivered at all.
A potential client might think “if they take this little care getting my name right, how much care of me will they take after they’ve sold their products and services to us?”
2. Lost ROI
If your sales and marketing campaigns are driven by inaccurate and out-of-date information, your message won’t reach the people you’re attempting to target – wasting both time and resources.
Every misdirected email, phone call, or direct mail is a missed opportunity.
3. Compliance penalties
If you use consumer data that you haven’t been granted permission to use (i.e. if a customer hasn’t opted-in to your mailing list) then you could be in breach of the General Data Protection Regulation (GDPR) resulting in heavy fines.
See the results for yourself with More Than Words Marketing
More Than Words and our partners manage a database of over 3,000,000 UK businesses, schools, and public sector organisations. This means constantly checking, updating and refreshing our contact information.
We understand that, for many businesses, the bulk of their revenue comes from existing customers, which is why we also offer a data cleansing and enhancement service which can help bring your own customer database up to date.
Our service includes:
Every job we do providing data validation and cleansing 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 is a perfect opportunity to enhance the information you hold about everyone on your database.
Let us know the exact fields that you’d like validating and that will be done for you.
Adding extra useful information
Do you have three or four things you’d like to know about every company you have on your database?
Tell us what you’d find useful to know and our telemarketing team will find out and update your database for you.
More Than Words provides full database cleansing services for companies and public sector organisations and, during our work, we’ll obtain the necessary GDPR-compliant permissions for you to continue to market and sell to them.
Ready to bring your data lists up to date? Call us on 0330 010 8300 or email firstname.lastname@example.org