Member Article

Why You Should Hire An Expert When Cleaning Your Database

A key component of any data analytics strategy is the quality of the data.

Customer information and marketing metrics are increasingly stored and managed through databases, but approximately 30% of marketing and sales data is inaccurate.

When your marketing campaigns are based on bad data, it can negatively impact sales and undermine the reputation of your business.

In fact, sales people are estimated to lose 27.3% of their time due to inaccurate contact information. That’s 546 hours a year, per full-time rep.

Like physical places, marketing databases can become disorganised and messy, resulting in data that is inaccurate, out of date, poorly formatted, or incomplete. This type of data is known as ‘dirty data’, and data hygiene is essential.

What are the advantages of outsourcing data cleansing?

Marketing automation is one of the most valuable technologies marketers can use today, but it has its downsides.

Over 51% of companies use marketing automation to collect customer information – an automatic process that allows customers to enter/supply their own information, often resulting in inaccurate data.

Perhaps you already have a substantial amount of contact information ready to use for marketing campaigns. However, if it’s loaded with incorrect email addresses, missing information, and duplicate contacts, your data quality is not good enough to automate.

Marketing automation is crucial for things like email nurturing campaigns and other types of trigger campaigns, so it is essential to have clean, accurate, and organised contact data.

Clean data means that your marketing campaigns can be tailored to your specific audience and you can automate email marketing campaigns. If you decide to do it in house, you’ll face a number of challenges, including:

• handling large and complex data sets,
• recruiting professionals with data expertise,
• recognising data inconsistencies,
• maintaining CRM data, and
• investing in technology.

These challenges can be intimidating and require organisations to take significant risks.

For many, it is preferable to outsource B2B data cleansing, since it is not only cheaper than hiring professionals or investing in new tools/tech but also highly productive. You get maximum gains with little risk and low costs.

B2B companies should outsource data cleansing for the following reasons:

It’s better to trust experts

Professional data companies create, enrich, and clean tens of thousands of email lists daily for other companies.

It’s their job to know what they’re doing and how to do it.

More Than Words Marketing works with clients across a variety of industries. Our extensive data management experience enables us to create and enhance valuable, useful databases.

Our team has specialised skills and techniques for collecting quality data, and we adhere to the highest standards of data hygiene.

When you outsource to us, you can take advantage of these qualities.

Ensure compliance with the law

The GDPR has increased the importance of privacy and data security.

Clean databases allow businesses to keep track of customer contact preferences, as well as ensure that they use the right name, job title, and other details when referencing each prospect.

It is important to maintain a clean and organised data set in order to avoid penalties associated with breaking the GDPR and other laws. Outsourcing is a quick and reliable way to do so.

Quality data improves business outcomes

Outsourcing data cleansing helps businesses make more informed decisions and achieve greater success.

According to estimates, the average lead-to-conversion rate is 143:1. With accurate data, however, only 68 leads are needed to get a new client.

An organisation’s sales and marketing divisions are its primary revenue generators. The more effective they are, the higher the business’s profits.

The accuracy of data used for sales and marketing increases the likelihood that the right person will be contacted, ultimately resulting in increased sales.

Access to more advanced technologies

Hiring outsourced services to validate and cleanse your data set is a great way to take advantage of the infrastructure established marketing companies provide.

Many third-party marketing services offer additional data cleansing tools and enhancement options in addition to other assistance, such as email marketing campaigns or telephone market research services.

These companies can provide state-of-the-art tools and technologies that small and start-up businesses wouldn’t otherwise enjoy, enabling companies to achieve the best results.

Further, outsourced companies filter out low-quality leads in order to maintain your sales pipeline with fresh, qualified leads.

Your business deserves the best data cleaning experts

If you want a dataset that is as accurate and useful as possible, you need a tailored solution.

From basic data validation services to comprehensive solutions that cleanse, segment, and enrich your database, data cleansing services offer a wide range of options.

The right data expert will carefully consider your goals and budget, to offer you a data cleansing service that works for you. More Than Words provides professional database cleansing, data enrichment, and verification services.

Our services include resolving database issues, verifying, and replacing pertinent information for businesses, schools, and public sector organisations.

We cleanse our clients’ prospect and customer data by comparing it to our master database, so you can count on us to verify that every record you own is up-to-date.

This was posted in Bdaily's Members' News section by More Than Words Marketing .