B-to-B Spotlight: 4 Data Quality Must-Haves for Marketing Automation
This is important for many reasons. Let's say, for example, you get a fresh lead and you need or determine if the prospect is already a customer through a recent merger or acquisition. Unless you have access to a tool or database that can blow-out corporate family trees, how will you know? Moreover, in light of a recent ownership change, can this salesperson even call this lead, or should it forwarded to someone else?
Ideally you need to know who a firm is owned by or who owns it, how many locations the firm has, how many employees, annual revenue, and, just as importantly, whether this firm pays its vendors in a timely manner. In today's fast-changing environment, keeping that information updated, perhaps through a commercial provider, is more important than ever.
This is not an exhaustive list, but it should give you a good sense of why having access to clean, complete and accurate business intelligence is central to your B-to-B marketing success, especially if you are using or plan to implement a marketing automation solution. Got any questions or feedback? If so, I'd love to hear what you have to say.
Rio Longacre is a sales and marketing solutions consultant at Dun & Bradstreet (D&B), a global provider of commercial information and insight on businesses. He can be contacted at: firstname.lastname@example.org.
Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!
Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.
Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.