Big Data: How Valuable Is Your Marketing Data?

In the era of big data, business leaders sometimes focus too much on the quantity of data compiled and not enough on the quality.

Research from Dun & Bradstreet’s B2B Marketing Data Report 2016 has revealed gaping holes in B2B marketing databases.

In a study of 695 million records in B2B companies’ databases, inaccuracies were found in over 70% of the records.

  • 87% lacked revenue information
  • 86% had no employee information
  • 82% had no website information
  • 77% were missing industry information
  • 62% did not contain phone numbers
  • 45% were missing contacts job titles
Image property of Dun & Bradstreet

The following are some of the primary reasons that you should prioritise clean data over big data to optimise the value of your sales leads.

Focus on Selling

So much time is wasted in organisations looking for the right data.

When your sales reps are equipped with thorough, clean data, they can focus their time on converting prospects into buyers. In contrast, it takes time to work through the issues created by bad data.

The same can be said for marketing departments when they are trying to guide customers down the sales path, or creating customer loyalty programs.

Imagine a rep opening a contact profile in a database and realising that a digit is missing on the phone number or an important line is missing on an address.

These missing items impede the rep’s ability to optimise his workflow and begin the selling process. The distraction also takes away from your team member’s focus on optimising presentation and closing stages.

58% of Chief Marketing Officers (CMOs) say email marketing, search engine optimisation (SEO), search engine marketing (SEM), and mobile are the main areas that big data is having the largest impact on their marketing programs.
Source: Big Data and the CMO: What’s Changing for Marketing Leadership?

More Targeted Appointment Setting

Clean data is more useful in landing appointments with high-potential buyers. It is difficult for a person to make targeted prospecting calls when profiles are incomplete or inaccurate. A smaller amount of high-quality sales leads improves targeting capabilities.

With quality data, reps can better detect which contacts offer the right opportunities to sell the right solutions. Having in-depth information on B2B buyers is especially important, as your reps need the ability to tailor messages to specific interests.

In another study of 50,000 US and international marketing, sales and business professionals Ascend2 discovered that…

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