Data Cleansing Strategy
How do you know if a lead is marketing or sales-qualified?
Can you use lead conversion data for lead scoring and attribution?
Is your data reliable enough to build an effective marketing strategy?

All of this is only possible with clean data. Data is an integral part of any business today. Every aspect of your business depends on it, from successful marketing campaigns and sales efforts to expanding your business and maximizing your growth. However, the average percentage of CRM data is declining at a rate of 30% per year and 70% of marketers know their brand’s prospect data is obsolete.

The impact of stale data costs organizations $10.3 million annually. Recognizing that business processes rely on data; its relevance, and accuracy are mission-critical to ensure business success. While marketers can improve marketing ROI by refining their strategy and implementing the right tools and platforms, all these efforts are wasted if the data underlying these activities is not up-to-date.

Why is data cleansing so important for any business?

B2B data cleaning practices fix critical issues in the database and provide clearer information to marketers. It helps maintain data quality and analyzes business practices for better insights. Data cleansing improves data quality that aids better decision-making and is more likely to be used and trusted by business heads. Using an up-to-date database helps you make the right decisions, stay focused on your ideal customers, goals, and business segments, and ultimately contribute to your brand’s long-term success.
  • Data cleansing also helps reduce storage and processing costs. Poor data quality can be expensive due to the need for additional storage capacity and the need to process it more frequently.
  • Data cleansing helps improve process efficiency. Good data quality reduces the need for manual intervention and improves automation, resulting in more efficient business processes.
  • Clean data provides comprehensive insights that help uncover hidden patterns and trends in your data that are not possible with obsolete data. This gives you a greater competitive edge and allows you to make better decisions for your business.
  • Clean data helps improve customer relationships. With accurate data, you can give your customers the right information at the right time, which enhances customer satisfaction and loyalty. When customers receive accurate and timely information, they are more likely to be satisfied with the services and products they receive.

There are many ways to cleanse data, here’s how to clean up outdated data so you can accomplish your goals more efficiently.

1. Data Profiling

The first step is to create a plan. When working on cleansing your data, you need to begin by reviewing your current database. Consider data quality checks to profile your data and determine the completeness, accuracy, and uniqueness of your dataset. If you need to gauge the types of data errors and anomalies that lurk beneath the surface, then consistent data quality checks are a good place to start to help you get a clear overview of all errors that need to be fixed.

2. Choose the Right Tools

Data quality tools are essential in building and maintaining a healthy database. Several factors determine which technology a brand chooses to automate its data cleansing. For instance, data issues that need to be addressed, internal data capabilities, existing platforms, and technology infrastructure, how data is used and accessed within the organization, financial budgets, etc.

Here are 7 Ways Good Data Can Influence Your Marketing Efforts.

1. Lead Scoring and Attribution

How do you know if a prospect qualifies for marketing or sales instead of just being a dead contact? You can’t make these decisions based on intuition or experience. You need factual data to understand the relevance of each prospect to your product or service offering. With accurate and reliable data, you can design effective lead scoring and attribution models that provide insight into lead behavior across all digital touchpoints (links clicked, terms searched, resources downloaded, emails read, etc.).

2. Increase Personalization

With better lead scoring and attribution models, you can attract the best leads and prospects to your team. Clean, high-quality data gives you better insights into how to get there and which digital channels are most likely to convert. This approach allows us to send more personalized and accurate emails. Otherwise, you’ll end up sending your prospects an email that has absolutely nothing to do with the content of the email. The more personalized your email content, the more likely you are to convert a prospect into a customer.

3. Improve Operational Efficiency

Data cleansing is the most effective way to leverage resources and costs. Imagine spending the entire marketing campaign on the wrong leads. This means your team can end up spending 80% of its time preparing data for marketing without an efficient way to cleanse it. To solve this problem, it is important to make the data-cleaning process efficient and reproducible. Your best option here is to opt for a self-service automated data sanitization tool that acts as a central data sanitization hub for all your data preparation activities. Data cleansing is an important process for getting the most value out of your marketing efforts. This gives teams confidence in their data and processes. Every small decision and workflow can be traced back to the facts, and you can save billions of dollars in marketing costs while boosting your marketing ROI by 10x with clean data.

4. Minimize Data Duplication

Data duplication is one of his biggest obstacles in B2B marketing, causing problems for marketers as well as customers. Every time a company contacts the prospect twice with the same message, prospects will inevitably get annoyed and possibly block you permanently. As a result, businesses not only lose customers but their reputations and integrity suffer.

5. Boost Customer Acquisition

B2B data cleansing strategy helps marketers better recognize their customers. Everything from a user’s behavior to their preferred communication channels, locations, and preferences is at your disposal to develop a detailed buyer profile and relevant campaigns that engage customers and boost acquisition.

6. Increase Campaign Results and Revenue

Clean data improves the ROI of marketing campaigns and increases your brand’s profits. When marketers have the right information, segmenting their audience becomes a seamless process. For example, if your product is aimed at large and small businesses, you may prefer campaign segmentation. It brings you customized content that speaks directly to them and solves their problems, and your campaign will definitely generate quality leads and deliver results.

7. Reduce Compliance Risks

With the introduction of GDPR legislation, businesses are placing more emphasis on data security and customer authorization than ever before. Regular cleansing activities help businesses track prospects’ and ensure that only those who have opted in are contacted. A clean and organized database can help you avoid hefty fines for violating GDPR and other data protection regulations.

A good data-cleaning strategy can make a huge difference in your marketing ROI. It is the most indispensable element in today’s marketing campaigns. Proper collection, maintenance, and use of data can help you make better decisions that lead to business success. Nearly every business decision in a B2B company is underpinned by extensive data from a variety of sources. This is why, it is imperative to implement a robust data sanitization strategy to maintain the sanity of your customer database.

By following these B2B data cleansing tips above, you can be sure that you have up-to-date data that will drive results and provide clear metrics for analysis. That way, you can be confident that you are performing flawless customer segmentation, crafting customized messages, and targeting potential customers effectively, and you’ll see your marketing ROI and business relationship grow quickly. So, if you haven’t thought about data cleansing yet, now is definitely the time to do it.

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