Improving B2B Database Marketing
For an effective marketing campaign, your database is one of your most significant assets.
Whether you’re using account based marketing (ABM) or running cold call campaigns to reach leads, not only is it significant to have a clean database with high-quality information so that you have perfect contact information, but as well you can create targeted segments for a better possibility of actually connecting with your audience in a fruitful and meaningful way. Valid fresh and clean data is the lifeblood of any email marketing, direct mail or telemarketing campaign. It determines success and ROI. That’s especially the case in higher value b2b sales where, typically, calls will be into large blue-chip companies
However, several B2B organizations struggle with keeping their lists accurate, data clean and detailed: 49% of organizations have made these their objectives for each year. With more information than ever coming from inbound marketing, predictive modeling, and artificial intelligence (AI), marketers can effortlessly become besieged with the huge amount of information being thrown their way, and can struggle to pinpoint which data they really need as well as keep those databases updated.
Tips For Getting More Out Of Your Database
So, it is imperative to spend the time to make sure that your marketing lists are as perfect as possible. Below are our key tips for how to How to Improve Data Management for B2B Marketing.
Identify What’s Important To Record
However, if several sections need access to the database, your company may require a great deal of data. Make a list of data properties that are significant for your marketing campaign.
Recognize That No Data Will Ever Be Accurate
The fact is that organizations merge and close, employees leave their jobs or get made redundant. Companies hire and promote, expand and contract. These natural situations indicate that you do need to be a down-to-earth person and as well work hard to get the best data possible for your needs.
Identify Your Market And Your List Criteria
Regardless of the marketing activity you carry out, it will be compromised if you target the wrong people. Therefore, start at the beginning and identify the following parameters for your data:
- Target industry or sector
- Size of company (e.g. turnover, number of employees, number of branches or sites)
- Headquarter or branch level decision making. This is essential if decisions are only made at head office
- Job role for your decision maker: The bigger the company, the more likely you are to get blocked if you do not know the name of the decision maker
Simplify The Fields
There will be overlap across departments, such as basic contact information, so begin by keeping it simple. Do you actually need fields for the work phone, business phone, and office phone? Perhaps not! Do the cleanup work required to remove outdated or redundant data.
Assign A Department Owner
Identify who in every section or within the organization that will be responsible for assisting to govern the data. What happens when a new field needs to be added to the database? Who do you contact, and what is the approval process?
Delegate someone that will be frequently reviewing the fields and contacts their department is responsible for to ensure they’re up-to-date.
Establish A Protocol For Values
Drop-down menus can remove differences in how data is being captured (for instance, “BDP” vs. “Business Data Prospects” being input by different people), but, beyond that, set up some rules on how data will be added so that these fields are useable and searchable.
Normalizing data streamlines finding what you want. For example, if you want to pull up all accounts whose status is “inactive,” but don’t realize that your coworker lists them as “not active,” you won’t see all the entries that you need to. Create a document for any values that can be entered in more than one way to ensure consistency.
Regularly Review For Accuracy
Even with well-trained team members updating and accessing the database, there is still room for human error. Create a policy that outlines who is responsible for monitoring entries for misspellings or duplicate leads.
Document standard operating procedures that outline property definitions, custom properties, whom to contact for change requests, and approval process for change requests, if there are several data and a manual importing process; for instance, ensure the frequency is captured as part of a daily, weekly, or monthly data-management process. If possible, automate as numerous data cleanup scripts as possible, but if they cannot be automated, add those to your standard operating procedure for keeping your data clean.
Data management is an ongoing process and not a onetime project; it engages every user in the organization. Adhering to these tips will assist to ensure your database is the powerful marketing tool it can be.