Best Practices to Address Dirty Data
Keeping CRM database free from dirty,unfiltered data is crucial to optimize benefits of CRM data. Addressing the issue of dirty data seems to be very costly, time consuming for B2B companies. There are various technologies and third party services available in the market to address this issue. But regardless of these vendors and systems , B2B companies can adopt following best practices to tackle the dirty data issue.
A bloated database full of wrong, faulty, duplicate , out dated information is harmful for your marketing strategies. B2B companies should change their mentality that data should never be deleted. Deleting this junk from your CRM database can save your from lot of other issues like reducing campaigns cost by not sending or mailing to wrong person , or at wrong address.
Focus on key data points
It is definitely beneficial for B2B marketers to gain as much as possible information about leads and prospects. But you need to focus on key data points, information relating to height , hobbies etc of B2B contact is indeed can be helpful in email personalization but these are certainly not a key data point to be considered that will actually allow your company to market and sell to each prospect more effectively via better lead management, and messaging. B2B marketers should focus on key data points like industry, revenue of industry etc.
There are various ways in which people abbreviate their title or describe their industry, or even share the size of their company. Due to this summarizing these various possibilities for your important data points is necessary. Marketing automation can be used to automatically summarize titles by common keywords or abbreviation. This makes reporting and segmentation easy across the important data points.
Try out these practices to make your CRM data more healthier.