It's a reasonable assumption that most marketing organizations have some form of marketing automation technology in play to support their lead generation efforts. It's also likely that it's working well and generating a healthy level of inbound traffic and leads for your sales organization. Implementing an effective marketing automation tool is not always easy, but implementation is only the first step.
In fact, effective marketing automation can be both a blessing and a curse—and for the exact same reason. The blessing and curse are your outreach has piqued a prospects' interest enough to make them hit your landing pages and submit their information in some capacity. Now you're probably thinking, "That sounds like a blessing. So where's the curse?"
Here's what I mean. Inbound leads are fantastic, but only if you've got a regimented cleansing and appending process in place to triage them before they get to your teleprospecting team.
Here are the three steps in the process you need to take before submitting those leads:
Step 1—Assess your data. Here are the key things you are looking for in this step:
- Record Completeness: Regardless of quality, how many of your inbound leads have complete personal and corporate profiles (email, industry, title, revenue, phone, etc..)?
- Data Quality: Test each email address and phone number. How many personal emails are in there (Gmails, etc.)? Use spam trap detection and check for duplicate records.
- Does the data match your ideal profile: job function, job level, number of employees, revenue, geography and industry? Does this data contain your ideal customer or something other than that?
Step 2—Cleanse and append your data.
- Pull out the information in each record that you've found to be suspect (spam traps, invalid contact names, personal emails).
- Fill in the holes identified when you assessed record completeness. Replace the bad records with new ones at the same target companies.
Step 3—Add information to your existing database.