As a B2B Marketer, you rely on software, tools, and data for your campaigns. But what happens when the data stored in your systems become unreliable?
The end of the year 2020 is close and planning to boost your lead generation will be on the top of your list. If data cleansing and enrichment is not a priority for you yet, we believe it should be.
Dirty data is a major concern for all B2B marketers. Industry sources say nearly 67% of businesses use CRM data to target customers and 94% of businesses believe their customer database is inaccurate. It is tempting to put off dirty data prevention until something goes wrong. But studies suggest it takes $1 to prevent bad data from entering your systems, $10 to cleanse and dedupe it, and $100 if you do not take action.
Problems with Bad Data
Bad data can lead to poor decisions. Things can’t get any worse than that!
When contact and company databases are wrong or redundant, not only do you end up paying a lot of money for data storage, but your sales and marketing campaigns also suffer. Duplicate data is just one problem. Outdated data is a bigger hurdle.
Business today is dynamic in nature. Company revenues rise and fall, employees switch jobs and there are mergers and acquisitions. In such a scenario, contact and company databases are highly likely to fail to keep up with the ever-changing market. Campaigns suffer, Sales Development Representatives waste time on wrong or outdated data, sales operations spend crazy amounts of time on data prep leading to enormous overheads!
How to Handle Bad data
Parts of the problem can be tackled with better processes and architecture. However, the only effective solution is to detect and remove or correct the errors, duplicates, and inconsistencies in your database and make the data usable.
Data cleansing is a procedure that filters out irrelevant data. Irrelevant data usually comes up in the form of duplicate records, missing or incorrect information, and poorly formatted data. You need to eliminate the records that are not necessary or harmful to your businesses.
SMARTe’s data cleansing platform SMARTe Enrich has solutions to find and remove duplicates, outdated and incorrect data. SMARTe Enrich provides CRM data health analysis and real-time enrichment of Salesforce data. It audits every record on Salesforce CRM providing detailed insights along with quality scoring for each field.
It also enriches company and contact data within CRM in real-time with more than 60 relevant attributes. You can enrich inbound leads you receive from web forms, events, and trade shows. It essentially provides you with a richer profile of all the contacts in your database. Visit www.smarteinc.com/SMARTe Enrich to schedule a demo!