How clean is your b2b database?
Understanding how quickly b2b data decays can easily be imagined, even if you are not working with it every day.
If you think about your own career, how many times have you changed position, moved companies and changed contact details, you start to get a picture of what is going on in your own database.
Recent statistics show annually:
30% of people change jobs
43% of people change their telephone numbers
34% of peoples job titles/roles change
37% of email addresses change
In this article we will explore why it’s important to keep your b2b database clean and also how to do it!
So, lets dive in.
Why keep your database clean?
Your IP reputation has a huge impact on your brand. Sending to old data can see your sending reputation drop which will see your emails land in SPAM folders.
This portrays your brand in a negative light and may make recipients question using your company.
If you are a company that relies on telemarketing as a significant route to market, then it is essential that your data is kept up to date.
Nothing sucks the life out of a telemarketing team quicker than poor data.
In both the above instances, using out of date b2b data comes with its own financial implications. Paying telemarketers to dial dead numbers or sending unresponsive email campaigns are a waste of time and therefore, money.
How to clean your database?
It’s important not to hang on to old data. We speak to numerous companies that tell us they have huge amounts of data but much of it is vanity.
If you do want to hang on to it, you need to make sure you clean it.
The first thing to do before flying into this is to get your house in order by standardising your files.
To clean email addresses, keep track of the hard bounces from your campaigns and remove them. This is a really good way to stop your sending reputation from dropping.
Have your telemarketers regularly amending any out of date information so that you don’t keep dialling the same incorrect information.
If a company is no longer trading, remove them immediately. There is no point hanging on to this information just for the sake of it.
Once you have all files in the same format and running in the same order, you can not only start to clean it, but see where the weaknesses are too.
This means that you can start to add fresh information to your database. Work with a supplier that can append information and fill in the gaps left by data that you have never had or that have been created during the cleaning process.
Removing duplicates is another good way to cut the number of records in your database to get a clearer picture of its value.
When purchasing fresh information be sure to run a suppression against your existing file to ensure you are not wasting money on data you already own.
Following these simple measures will help remove negative connotations that may attach themselves to your brand, save money and boost morale.
Getting the most out of your existing resources is key to positive responses to your direct marketing campaigns and working with a supplier like Results Driven Marketing, who understand this, will help you engage more with your core target markets.
We hope that you have found this article helpful and would welcome you to speak to us directly to see how we can support your data driven campaigns.
Results Driven Marketing
0191 406 6399