Everyone wants more leads, and rightfully so. Leads (done right) bring in sales. Sales bring in revenue. Revenue leads to profit (usually). And profit means everyone keeps their jobs.
But the lead generation, specifically in B2B, will inevitably ask for data. That data resides in the database, which is generally the brains of all lead generation initiatives.
B2B marketers spend a lot of time thinking about how to GET MORE LEADERSHIP, so they can feed more information into the database. But they spend a lot less time (too little, in fact) thinking about the actual quality of that data.
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Garbage in, Garbage out
The problem is that the database brain is not as sharp as you think. Like trying to solve a crossword after a night of drinking two IPAs, you’ll find most databases a bit fuzzy and foggy.
This is not because your database is addicted to hops, although your results may vary. Instead, your database is performing at less than peak performance (making it difficult for your potential customer generation) because the information stored in it often doesn’t match real-world realities. the real world it is intended to reflect.
Four Horsemen of Data Sketch
A Fascinating and terrifying new report from our friends at ZoomInfo (they asked me to write this post for you) is called:
You can get it for free right here.
In this report, ZoomInfo introduces four data points from KissMetrics research to illustrate exactly why data cleanliness is so important. Check this out (yikes):
60% of people change their titles every year
40% of email addresses change every 24 months
20% of all postal addresses change every year
18% of all phones change every year
Is it any wonder that we couldn’t even get the holiday card sent correctly, many of the less crushed Lead Generation Goals?
According to Forrester, 84% of organizations say data accuracy is one of their top marketing weaknesses. Yep, that’s the sound to the right.
Daily Bath for Your Database
How do you improve your database hygiene so that incorrect or outdated information doesn’t lead you astray?
The ZoomInfo reports scores for three key areas for improvement:
1. Manage incoming leads
Make sure the data is logged the first time and some clever aleck doesn’t include [email protected] in your form.
2. Current data management
Regularly check, verify and validate all information you have collected and make changes as necessary.
3. Sales support
Take your now clean data and connect it to marketing automation and CRM platforms, so your sales team can close more deals, faster.
Bank on data quality in 2019 Budget includes four interesting case studies on these key takeaways, including real-world stories from BrainShark, netFactor, Oracle/Eloqua, and Concur, all of which give their database ZoomInfo a day followed by a hot shower, cup of coffee, ham and cheese omelette.
One of the most common problems caused by outdated and incorrect information in the database is email bounce rate. At one point, netFactor saw bounce rates as high as 50% for some of their listings (!!!). After connecting to ZoomInfo, this number dropped to 3.5%. Wake up!
If you are in B2B and care about data quality (please do), take 1.35 minutes and download it Bank on data quality in 2019 Budget , please.
And thanks to ZoomInfo for fighting the good fight over data quality. This is an important and under-discussed issue.