The hard truth: if your sales leads haven’t been updated in the last 12 months, most of them are worthless.
Thomson Reuters estimates that 70% of contact data is outdated after only a year. Investing in cleaning your list regularly can keep your contacts fresh and useful.
Too many companies struggle with inaccurate contacts.
According to Sirius Decisions, 25% of average B2B databases are inaccurate; 60% of companies surveyed had an overall data health scale of “unreliable,” and 80% of companies have “risky” phone contact records.
Problems with quality included incomplete records, duplicates and disconnected records.
That’s a lot to keep accurate, but once contact information is lost, that sales opportunity is gone.
Keep your contact data clean to give you transparency into what’s working and what isn’t. Use an email tool to track open rates and response rates.
Work with your marketing team to see what emails have the highest response rate—and ask them to share their lead scoring methodology with you to help you make more informed decisions.
It’s important to stay top-of-mind with sales prospects using monthly or even weekly emails blasts. But there’s no point in sending a creative email or sales pitch if the email is never delivered.
Below are 5 hacks you should be performing quarterly to keep your contact data clean.
Do an initial audit. Clean records and determine where your information gaps are. You can even purchase a list import tool or email verification software that prompts people to re-enter invalid domains.
Scrub your email lists. Remove unsubscribes and hard bounces.
Find missing information—call and ask a prospect for their email address, or add them on LinkedIn to re-connect.
Use third party vendors to augment data (i.e. company name, customer contacts, addresses, phone numbers). Once your data is clean, you can move onto step 5.
Create a reactivation campaign to trigger and entice those who haven’t been active within the past year.
Once a year, send a personal email to those who haven’t been active. Use a unique subject line iincluding their company name or first name. Also, create an inactivity threshold for those who haven’t clicked in 2+ years. Those are prospects who are probably not interested in your message.
With accurate data, you can see the big picture and better predict prospect interest. By investing five minutes a day, you can save hours of prospect research.