…information presents a commercial and reputational risk to companies carrying out B2B direct marketing campaigns.
The 6 main reasons why data cleansing is 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.
The main reasons why data cleansing is important are that it presents the following opportunities.
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Manually removing erroneous database entries including duplicates and out of date records is a painstaking process costing your business both productive time and money.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
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.
4. 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.
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 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.
Why data cleansing is important – the 3 main risks
If maintaining up-to-date and accurate data is not viewed as a priority, your business could face a number of costly issues, including:
1. 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.
A potential client might think that “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 resulting in a waste of 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.
Why data cleansing is important – see the results before and after
More Than Words and our partners manage a database of over 3,000,000 UK businesses, schools, and public sector organisations.
For many businesses, a great deal of their turnover comes from their existing customer database.
It’s much easier and less expensive to sell to old customers than it is to find new customers.
Given the nature of business and the demands it places on you and your staff, sometimes it’s easy to not pay the attention needed to keeping your customer database up-to-date, accurate, and compliant.
Every job we work on providing data validation and cleansing is unique to you.
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.