While most demand generation marketers are likely familiar with the concept of data enrichment, surprisingly few truly understand how critical data enrichment as a process can be in boosting the value of your data assets.
Data enrichment is primarily the concern of marketing, especially when doing it at scale. Sales’ enrichment usage tends to be manually done one-at-a-time by the individual salesperson.
Let’s check this uses of Data Enrichment, maybe you’ll see one of your needs in here:
1. Sales Prospecting Efficiency
Not having quality contact data can drastically reduce the efficiency of your sales team. It can take a salesperson 30 minutes to try to find a phone number, navigate the phone tree, and talk his way past the gatekeeper before he even has a chance to leave a 30-second voicemail. If your goal is to improve the efficiency of your sales team, then direct dial phone numbers and verified deliverable emails are very important to you.
2. Tactile Campaigns A
re you adding some “old-fashioned” touches to your marketing campaigns by going tactile? Sending a bottle of nice wine or having a gift basket delivered can be terribly expensive if your address data isn’t accurate and they’re returned. If you’re doing high volume mailing, then just having an accurate physical address may not be good enough, you may also need postal service optimized address data. For example, not just city but USPS Postal City.
3. Segmentation, Scoring, and Attribution
Anything marketing wants to do that involves buyer personas and ideal customer profiles will require data to support database segmentation. Segmenting at the contact level typically involves job function, job sub-function, and job level. Some data providers only provide job titles, while others provide job function and job level as well. If the third-party job function and job level data is accurate and matches your segmentation logic precisely, then that data is 8 important. However, that’s rarely the case, as the data providers’ data is generic and isn’t likely to be a perfect fit to your go-to-market strategy.
Thus, in most cases, job title is the raw data you need for deriving job function, job level, and persona. Are you segmenting accounts by company size? Do you do this by the usual review of annual revenue and number of employees or by more custom dimensions such as number of office locations, number of countries operating in, size of vehicle fleet, number of open job requisitions, or number of rooms/beds? How about segmenting by industry or technology used? Knowing your segmentation needs can help you prioritize what aspects of the third-party data is most important to you. Data that is specific to certain industries, such as the number of beds in a hospital or the average cost of a hotel room, typically won’t be found with generic data providers, and is usually sourced through a vertical-specific vendor.
4. List Loading / List Enhancement
Have your found that you don’t always get all the data you need from your business partners that send you leads? Are you too often missing job title, phone number, or address? Or, do you get many personal email addresses but need business email addresses? Do you get a lot of social media data like Twitter handles and Facebook names that need to be mapped to business contact data? If the process involves filling in the specific set of data fields you’re deficient in, then you need to focus on the quality of those specific data fields.
These are four important uses of Data Enrichment that you can’t refuse on your Mail Marketing campaing; On MailMonster we want you to try it for free now, just logging in with us and don’t forget: The best way to reach a customer prospect is by knowing them and having the best data!