The Importance of Data Cleansing and Enrichment in B2B Marketing

Author: Gautam Mane

In the ever-changing environment of B2B marketing, expert utilization of data is a prerequisite for running any successful campaigns. On the other hand, the decrease in data quality is always a challenge and even more so in fast-paced markets. In such industries, the presence of old or incorrect information can severely halt your marketing endeavors resulting in a squandering of resources, negative visibility, and irretrievable trust and equity in the brand. Because of this, cleansing and scrutinizing data becomes very important in keeping a B2B marketing strategy in a healthy state. This way, you can reduce and eliminate wastage of your resources and time in running ineffective campaigns and work towards enhancing B2B marketing with clean data.

The Challenge of Data Decay

Business-to-business data is ever-evolving. Job changes take place, corporate consolidations and takeovers happen, details about personnel become obsolete, and fresh tools and systems roll out. This unrelenting change causes data erosion, making your databases incorrect and unqualified. Using marketing addresses that have become obsolete leads to a lot of bounce backs which wastes time, money, and can even harm your sending reputation. Wrong information about the company’s contacts makes it difficult to continue with the lead and sales progression. Data cleansing strategies for B2B companies is of utmost importance to keep your data fresh.

Data Cleansing: The Foundation of Accurate Marketing:

Data cleansing is simply the process of detecting and amending the errors or inconsistencies and outdated information within your database. This includes:

1. Dealing with duplicate records
2. Controlling the different formats in use
3. Checking the emails provided are correct
4. Replacing old contacts with new ones

An uncluttered database guarantees that your advertising messages are delivered to the right people, thus minimizing wastage and enhancing the effectiveness of the campaigns.

Data Enrichment: Adding Value to Your Data:

Data enrichment is more than merely improving the quality of your data. It also entails placing additional valuable information and context on the existing records and that enriches the knowledge one holds about those that are targeted. This may involve adding

• Firmographic data (such as company size, industry, and revenue)
• Technographic data (such as technologies used)
• Demographical data (such as job title and seniority).

Enriched data enables you to enhance your messaging, improve audience segmentation, and adjust campaigns according to various needs and interests.

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Targeting Decision-Makers: A LakeB2B Case Study in CDP Lead Generation

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LakeB2B: Data quality solutions for B2B marketers

As data management in the business-to-business world becomes more complex, LakeB2B is a company that comes in to help offer data cleansing and enrichment services to B2B marketers. Thanks to our extensive experience in data management, we ensure that your database is always correct, intact and current. Consequently, enhanced B2B contact lists for marketing from us aid, in carrying out the most efficient campaigns and also help in significantly enhancing the marketing return on investment.

At LakeB2B, we understand that there is nothing like a properly kept database. So, we have data cleansing solutions that provide measures for any dreaded inaccuracies of data or its inconsistencies.

In recent times, several techniques for optimizing B2B databases for marketing operations have been developed including:

• Duplicates Detection: Duplicate records in your database are found and resolved to ensure the integrity of the data and avoid unnecessary marketing efforts. This process is useful in cleaning up the database hence improving efficiency and reducing costs associated with occupying storage facilities.
• Email Verification: Every marketing communications professional however comes up against the challenge of invalid emails. The bounced email raises the bounce rate and tarnishes the reputation of the sender. That is why we instituted such email verification measures that confirm email address incorporation into a campaign enhancing deliverability and coverage of campaigns.
• Changing the Contact Information: Contact details are increasingly becoming dynamic, especially in the B2B sector, quite a lot of changes occur in the contact details of prospects. Therefore, we carry out the changing of contacts interventions periodically to reach out to the intended audience so as to boost engagement and conversion rates.
• Data Normalization: Variations in data presentation could make analysis and reporting difficult. Data normalization procedures carried out by us help maintain the uniformity of data making it easy to merge and evaluate data in all your marketing systems.

LakeB2B’s Data Enrichment Services:

Our goal is beyond data cleaning. We enhance your records with relevant context and insights to help you develop messages that best suit your potential clientele.

• Firmographic Appending: Attaching further information such as the scope of an enterprise, the field of work, revenue generated, physical address, etc, helps to achieve a proper perspective of the target accounts. This additional data helps with better targeting and segmentation of the campaigns.
• Technographic Appending: Investigate the technologies that the prospects apply to personalize the means of approach and the solutions offered. Comprehending technology provides a platform for smart campaigns and success in attaching worth to the products and services being offered as per the requirements of the customers.
• Demographic Appending: Companies can elevate their plans for the target audience even more by adding demographic data such as job function, hierarchy, and specific skills. This type of data about the contact persons helps make the communication more focused.

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Read More:

How Data Quality Is Related to Data Cleansing?

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Benefits of data cleansing in B2B outreach with LakeB2B

• Data is More Accurate: Reduce the instances of mistakes and variances and reaffirm that all figures that will be integrated in your advertisements are reliable and trustworthy.
• Reduced Bounce Rate: Protect your sender’s reputation and enhance the likelihood of the email being accessed by clearing fake email accounts.
• Improved Efficiency of the Campaign: Increase open and click rates and total conversion rates by appropriately engaging only those people who have an interest in the message.
• Reduce Waste of Resources in Lead Generation: Score leads concerning their current state and the probability of their ideal conversion.
• Higher Return on Marketing Investment: Balance out your marketing expenditures by going after only viable and productive information and campaigns.

By partnering with LakeB2B, you gain access to a team of data experts dedicated to helping you achieve your marketing goals. Our comprehensive data cleansing and enrichment services empower you to make data-driven decisions, optimize your campaigns, and drive significant business growth.

Conclusion

Maintaining accurate and thorough B2B data is instrumental in achieving success in today’s marketing world which is largely reliant on data. Data cleansing and enhancement services form part of the many services offered by LakeB2B and are particularly useful in improving data quality, enhancing campaign strategies and increasing the return on investments. Through the expenditure on these important services, it will be possible to optimize B2B marketing efforts and thus help grow the business.