According to Hubspot, 42% of B2B marketing professionals state that a lack of quality data is their biggest barrier when it comes to lead generation. Meanwhile, ZoomInfo says although 62% of businesses rely on prospect data – 40% of their objectives fail because of their data’s inaccuracy.
It comes as no surprise then, that in order to achieve ROI from your customer and prospect data, keeping it clean is an absolute must. Improving the accuracy of your data enables you to deliver campaigns that are more targeted, and therefore more effective in terms of increasing lead generation. Your reputation is kept safe, since you won’t be contacting prospects who have asked you repeatedly and with increasingly less patience, to remove them from your mailing list.
With GDPR on the horizon, you should also ensure your business practice is compliant when it comes to upholding your data subject’s privacy. For example, you need to start implementing procedures now that give subjects the means to digitally opt out of communications. And when they do so, you need to ensure heir request is captured and actioned. Otherwise it’s not only your company’s reputation that’s at risk, it’s your finances – and possibly the future of your business too.
At IZEN, data management is at the heart of everything we do. We understand that keeping your data clean is not easy, and that there may be a ton of information stored in your database to maintain. Not to mention, there just are not enough hours in the day to do your own job – let alone spend hours upon hours cleaning data. However, it is something that needs to be prioritised. If managed effectively and consistently, the benefits are endless which is why we believe data cleansing should be an integral part of your marketing strategy. Here are a few key reasons why:
Target The Right Audience
With accurate customer contact and response data, you get to better segment prospects based on who they are, where they are, and what their preferences and behaviors are. This enables you to deliver campaigns to a more targeted audience, as well as create marketing content that’s relevant and engaging; resulting in a far better customer experience that helps drive marketing results.
Generate Accurate Campaign Stats
By removing any old or irrelevant email addresses, your open and click through stats will be much more accurate. Similarly for lead generation, by using updated contact data your campaign statistics will be a much more accurate reflection of your marketing efforts, since it’s based on an audience relevant to your proposition. All old data serves to do is skew your campaign statistics damage and damage your reputation.
Get Valuable, Actionable Insights
Cleansed and consolidated data enables you to perform more accurate analytics, resulting in insight that you can turn into actions. From deciphering lifetime value to defining personas to designing cross-sell strategies, with clean data you can maximize the performance of your marketing efforts in order to increase ROI.
Working with uncleansed data only serves to waste time and effort. By using clean data, you immediately eliminate the possibility of emailing obsolete addresses and calling disconnected or wrong numbers. Your marketing communications get delivered quickly, not only saving you money but also freeing up more of your time to focus on driving other areas of your business forward.
Protect Your Reputation
Frequent cleansing of data helps maintain your reputation as a good sender, and prevents you getting blacklisted. Consistently emailing old email addresses, or even worse – prospects who have opted out of communications – is not only a huge threat to your brand reputation; it also renders your campaign statistics useless since they’ll be based on contact information that should not be in your database. As mentioned previously, you also put you and your business at risk of hefty fines when GDPR comes into play on May 25th 2018.
Clean data can help mitigate risk in the event of a data breach. It allows you to communicate with your customers and prospects quickly and effectively, thanks to the accuracy of the contact information you have stored. For this reason, keeping your data cleansed and well maintained should be imperative not only to your overall marketing strategy, but to your disaster recovery and backup strategy too.
To protect your company reputation and prevent risk of being black listed, contact us today for an informal chat.
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