Four Steps to Taming Wild B2B Data
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In this age of massive data collection, a new challenge has emerged for B2B marketing teams: figuring out what to do with all that information.
"Organizations might have thousands, or even millions, of contacts from tradeshows, partner events, and old website leads," Michelle Boockoff-Bajdek notes in an article at MarketingProfs. "Developing marketing initiatives for an unwieldy database results in wasted budget and resources—and, more important, missed revenue opportunities."
Where you need to focus, Boockoff-Bajdek argues, is on developing a comprehensive view of your prospects and customers and their interactions. "That means starting with a clear understanding of what customer data you have today—from all available sources—and where there are gaps," she explains.
She offers four tips for taming your wild B2B data:
Define your customer. Start by identifying and clarifying important prospect and customer company data. Who is the buyer? Who influences the sale? Who authorizes it? Create a multilevel picture of each company, and fill in any information gaps.
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Also, some of the leading Marketing Automation software actually contributes to the problem by not properly validating fields when the data comes into the MA database. They have tools to fix SOME data quality issues, but they need to not let it in the database in the first place.
If you collect data on the internet, you can use software that will assist with populating address fields, they way you require. It will automatically give the user what it thinks is the best options and then they just click on the right one. This ensures you get the right data in right fields. It also works on email address, and will check to make sure person is entering a valid email address.