Maximise cold calling success with key SDR metrics and best practices. Learn how Firmable's data-driven approach boosts connect rates and pipeline generation. Download your own monthly SDR call tracker.
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Your customer database is one of your business’s most valuable assets. A well-maintained and enriched database can drive marketing and sales efforts, boost customer engagement, and improve your bottom line. However, the challenge lies in ensuring your data is accurate, up-to-date, and enriched with key information, such as firmographic details, which can lead to more effective segmentation and communications.
In this guide, we’ll walk you through practical steps to cleanse and enrich your customer data, offering best practices that are especially valuable for revenue operations as well as sales and marketing teams. By following these steps, you’ll gain deeper insights into your target audience and be better equipped to craft personalised communications that resonate.
The value of customer data lies in its accuracy and depth. Without clean data, your marketing efforts can become misaligned, and resources may be wasted on ineffective campaigns. Furthermore, enrich data provides additional layers of insight, such as firmographic data, enabling you to target businesses more effectively.
A well maintained database ensures:
Cleansing your data is the first and most critical step. HubSpot reports, “around 30% of a business database goes bad each year”. To combat this, you need to perform regular data audits. This process includes identifying and rectifying:
To simplify the process, leverage data management platforms like Firmable’s B2B database or utilise custom rules in CRM systems like HubSpot to standardise entries and ensure consistency in fields such as company names, addresses, and industry classification.
Once your data is clean, it’s time to enrich it with additional insights. Firmographic data, which includes information such as company size, revenue, industry, and location, allows for more tailored marketing and sales efforts. This data helps identify key decision-makers, prioritise high-value leads, and refine your segmentation strategies.
There are multiple ways to enrich your data:
With enriched data, you can segment your database more effectively and increase your sales conversions.
Segmentation is critical for targeted and personalised outreach. By segmenting your database, you can tailor your marketing campaigns to specific groups of customers, leading to higher engagement rates. In fact, according to Mailchimp, segmented email campaigns have a 14.31% higher open rate than non-segmented campaigns.
Common segmentation methods include:
For example, a company targeting firms in the construction industry can deliver specific messaging to sub-groups like “project managers who have just joined a construction company in the last few months and focused on delivering residential building projects”, to better address the unique challenges and opportunities in that sector for that person.
Firmographic segmentation improves sales and marketing ROI by ensuring you get to the right people, at the right time, and you‘re not wasting time on irrelevant leads.
Once your data is cleansed and segmented, personalisation is key to unlocking higher engagement.
Here’s how you can leverage enriched data to create personalised campaigns:
Data maintenance is not a one-time task. An ongoing strategy for data cleansing and data enrichment will prevent inaccuracies from creeping back into your system. Businesses that perform regular data hygiene tasks, such as quarterly audits, reduce their customer churn rate by 15%, according to CustomerGauge.
Consider implementing enrichment tools like Firmable to keep your database in check. Schedule regular data cleaning reviews to ensure your database is as up to date as possible and providing your business with growth opportunities.
In today’s data-driven world, maintaining an accurate and enriched customer database is essential for any business looking to optimise its marketing and sales strategies. By cleansing and enriching your customer data with firmographic and other details, you’ll be able to segment more effectively, personalise your outreach, and engagement and conversion rates.
Maximise cold calling success with key SDR metrics and best practices. Learn how Firmable's data-driven approach boosts connect rates and pipeline generation. Download your own monthly SDR call tracker.
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