• Clare Tweed

Why is it important to cleanse your b2b marketing data?

According to research, 25% of the average B2B database is outdated and inaccurate causing valuable sales and marketing opportunities to be missed. This provides a big challenge for businesses looking to increase lead conversion and improve their bottom line.

Databases that are littered with incomplete, corrupt, and erroneous information provide a legitimate risk to delivering effective B2B marketing. That’s why it’s important to regularly monitor the health and quality of your data and to cleanse this information as often as possible. After all, data doesn’t stand still so nor should your databases.

Why is B2B data cleansing important?

Making use of data should be a priority for any modern business engaging in targeted sales and marketing and this is why maintaining a clean and up-to-date database is crucial.

Successful B2B data cleansing has many benefits, including:

Identify high-value leads

A clean 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.

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Manually removing erroneous database entries including duplicates and out of date records is a painstaking process costing your business both productive time and money.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 data, you can help streamline your workflow and maximise efficiency.

Predict customer behaviour

Using data and analytics is the primary tool when it comes to identifying business and consumer trends. This information can then be used to discover certain 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.

Faster conversion rates

Successful marketing departments rely on high-quality data analytics to inform their marketing and sales strategies. By giving your marketing team the most up-to-date and relevant data possible means that leads have a much higher chance of being converted into sales.

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.

Personalised communication

Accurate data can provide valuable insights into a customer’s personal preferences, including the products and services they’re interested in as well as their preferred methods of communication. This could be handy when personalising messages to specifically appeal to different B2B leads.

What if I don’t cleanse my B2B data?

If maintaining up-to-date and accurate data is not viewed as a priority, your business could face a number of costly issues, including:

Reputational damage

If you use outdated and unclean data, you run the risk of your communications being marked as spam, or not being delivered at all.

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, resulting in a waste of time and resources.

Compliance penalties

If you use 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.

Brand indifference

By maintaining an up-to-date and clean database, you will be able to segment your data and personally target your messages to different groups of high value leads with tailored communications resulting in a better customer experience.

Wasted resources

Unclean data can produce outdated and low-quality leads, leading to low conversion rates and your messages being lost in the ether.

Do you want to clean up your B2B marketing data?

Get in touch with our friendly team of professionals today to find out how we can cleanse your data by calling us on 0330 010 8300 or by emailing clare@morethanwordsuk.co.uk

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