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5 Steps to customer data hygiene: it’s not sexy, but it’s essential

Biznology

And 88% are missing basic firmographic data, like industry, revenue or employee size—so profiling and segmentation is pretty tough. In fact, Netprospex report concluded that 84% of B2B marketing databases are “barely functional.” Here are 5 steps you can take to maintain data accuracy, a process known as “data hygiene.”.

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How Quickly Should I Suspend or Delete Non-Responsive Leads?

The Point

A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? Click To Tweet. * Examine whether specific segments or list sources (particularly third-party lists) are more non-responsive, and look to optimize the communication to those segments.

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6 thorny data problems that Vex B2B marketers, and how to solve them

Biznology

But also keep in mind when importing data to enhance your records that appended data will always have its limitations, and is best viewed as directional, versus real “truth.” Be careful not to build targeting or segmentation processes that are primarily dependent on appended data. As a marketer, your concern is delivery.

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How Good Content can Help Improve Database Health

The Point

According to business information provider ZoomInfo (see graphic below, further data here ), more than 70 percent of business cards have one or more changes during a 12-month period. The most common changes (in order): job function, phone number, and mailing address. Asking subscribers what information they want to receive.

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Ten tips for customer reactivation

Biznology

Segment your dormant customers, and treat them differently. As marketers well know, different customers have different needs, and represent different levels of value to the firm. Applying segmentation is a key success factor in the reactivation effort, just as it is elsewhere in marketing. Channel usage. Product usage.

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