A Quick Guide to Data Matching for B2B Marketers
Chris Whife 2nd February 2016
If you are honest with yourself, your B2B marketing database is probably not all that reliable which is not a good base to start from. For those of you that have been B2B marketers for quite some time, you are no doubt already fully aware of the problems poor quality data can present, ultimately leading to less than satisfactory sales results.
Examples of unsatisfactory data include such things as incorrect phone numbers, undeliverable email addresses, postal addresses that are not complete and duplicate records.
Problems with inaccurate contact details
Apparently, a mere 2% of companies have databases that are considered to have reliable contact details for marketing purposes. That means there are 98% of businesses using questionable data.
Over 50% of the potential clients listed in the average B2B marketing database either have an incorrect phone number listed or don’t even have a phone number recorded. This involves the business’s marketing department in extra work in locating the number via the Internet or incurring the cost of phoning directory enquiries to get the number.
However, during the last five years, both emails and social network sites have become the most popular initial marketing media meaning that the accuracy of phone numbers has become less of a problem. In fact, 58% of all B2B marketing enquiries are made via the Internet.
Regrettably, apart from being incorrect, there is another problem with a significant number of email addresses that have been provided on a marketing database. If you take the IT industry, in excess of 70% of businesses provide a second email address such as a Hotmail one when registering their details online instead of using the company’s email address with many of the incoming emails therefore not even being looked at.
Around 28% of B2B marketing emails don’t get delivered that are dispatched across all industries. Within media and Internet companies the bounce rate is 36%.
So, as you can see, there are some significant issues with the details of the most popular forms of contact contained in many B2B marketing databases.
How can you fill some of the marketing data gaps?
Apart from what has already been mentioned, another way to improve the database of potential clients, is to use two such lists that you already have in your possession and cross match them to fill in some of the missing information. Do bear in mind that it is important that the data is as up to date as possible as this will lead to improved results.
Keeping your data clean
A business that regularly has a process of hygiening its marketing data is likely to generate four times more leads than a company that has neglected the data.
Apart from updating your data you should check for duplicate records as it is estimated that average duplication rates total anything up to 10% which, when you consider the millions of B2B marketing database records being worked on, is a considerable figure.
Hopefully the above is of some assistance but your observations and suggestions would be most welcome.