After investing so much time, effort and budget to ensure that your data is correct, standardized and verified, it is vital that you have a strategy for keeping your data clean and relevant.
Relevancy is key here. The more relevant the data is that feeds your marketing programs or automation systems, the better and more powerful the results will be. To ensure you are achieving and reporting the best possible marketing program ROI, follow these tips for managing your clean data as it is re-introduced into (after going through a data cleansing program) and flows through your CRM and marketing automation systems:
1. Assign a data steward. Fragmented responsibility for data management is not just a productivity issue; it is one of the leading contributors to incomplete and inconsistent data. Dedicate a data steward whose job it is to oversee data collection and administration according to the guidelines you've established in your data cleansing exercise.
2. Standardize and automate data entry. Standardize data entry formats and requirements companywide to ensure critical fields are complete and formats are consistent. Empower your data steward to enforce these requirements and automate data entry points where possible when introducing data into your CRM and marketing automation systems.
3. Don't pollute the well with list rentals. Never indiscriminately dump purchased leads from list rentals into your CRM or marketing automation system without having a 3rd party validate the quality of each record. According to MarketingSherpa, list rentals are one of the worst performing marketing techniques, so it is best to avoid renting or purchasing lists to eliminate the risk of marketing programs waste or blunders.
4. Multiply your data entry headcount exponentially. Enlist your customers and prospects to clean and update their own data by using lead nurturing techniques. This isn't as unpleasant as it might sound. By incenting prospects to give you accurate data in steps, you can quickly and cost-effectively capture more accurate data for your marketing programs.
5. Monitor trends in your pipeline to identify opportunities for augmenting your data. It is important to monitor trends in your pipeline at least quarterly to identify market segments that present the best opportunities for revenue. This analysis will reveal areas in which you may need additional data to fuel marketing programs.
6. Establish a regular schedule of data cleansing and augmentation. With today's highly mobile workforce and employee churn at an all-time high, data gets stale quickly. But you don't want to waste your in-house talent to clean data. Partner with a reliable data-services company (like ReachForce) to not only cleanse your data but to validate, augment, and refresh data periodically.
To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, check out our real-time web form enrichment demo, or request a free marketing data diagnostic. Get the power to let data drive marketing and higher performance.