Is data killing your B2B marketing opportunities?


Those who read this blog probably think I’m a B2B marketing copywriter and consultant offering insight into B2B marketing best practices. According to the mailer I received today, however, they’d be wrong.

It appears I am the owner of the Coca-Cola Company. Well, if that’s true, I’m living way below my means.

Coca-Cola Mailer

Receiving this type of communication can be a bit amusing. But it’s a classic example of the importance of having accurate data in all communication — whether it is lead generation, nurturing or CRM.

Personalization is wasted if it’s not accurate.

Much is being said these days about the advantages of personalizing lead generation and nurturing messages in B2B marketing based on a person’s interests and past behavior. It’s true.

But what good is it to recognize that a person has shown an interest in the kind of product or service being offered if the B2B marketing data has the recipient’s name is misspelled or they are listed at the wrong company?

The typical reaction is, “If a company can’t get the basics of who I am right, then how can I trust anything else they do?” That is true regardless of the channel through which the communication travels.

Frankly, accurate B2B marketing data is everything. Mistakes in B2B marketing data increase the cost per contact while reducing response. It’s essential that every B2B marketing plan include steps to keep customer and prospect data accurate.

Budget for updating data — and do it annually.

Calling is the best way to ensure the data is accurate. These calls are not complicated to make, as they are just informational and not sales-related. They can be done by a group of interns or by hiring a professional telemarketing firm. Verification calls should be conducted annually if possible. These calls can also be used to determine if the contact name is correct for the product or service being sold.

Accurate data increases response to B2B marketing. Without accurate data, the rest of the B2B marketing expenditure is wasted.

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4 Comments

  • By Stephanie, February 22, 2013 @ 8:08 am

    For this reason, I’ve stopped pulling contacts directly from the lead database I’ve been using. I started using it as a suggestion only, and I usually end up Googling the information or checking the company website to make sure I’ve got the right person.

    So far this has increased my delivery success rate (of course) and my views and opens (mainly because I’m hitting the RIGHT people now). However, I haven’t seen an increase in meeting requests just yet. I have been learning that it is certainly difficult to get people to sign up for a meeting and give up even the tiniest piece of information (until they’re 100% ready).

    Definitely a learning process!

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