how easy is it to have good data in your crm?
DESCRIPTION
Sales people want to sell - not create perfect CRM records. We can show you how B2B marketers are integrating external information into their CRMs, sorting out their data legacies and enriching their intelligence, so they can: target more effectively, deliver superior leads, identify key customer traits.TRANSCRIPT
Successful businesses use data to:
Sort out legacy Enrich knowledge Get results
Companies with an address change in the last day1,836
Companies into receivership / liquidation / dissolved in past week1,386
The problem with legacy data…..
Job titles we’ve seen:
• Moved to a new part of the business
• Glorified Consultant
The problem with legacy data…..Duplicate Data Stale Data
Inaccurate Data
• Original record
Joe Bloggs Limited
• Duplicate record
Joe Bloggs
1. Sort out legacy data….
“We wanted to find a scalable solution that would help us manage and segment our data”
“We wanted the data cleansed to remove duplicates by combining records”
“We had a lot of data (50,000 records) – something I am sure we share in common with all our members.”
“You took a problem I had been having for a while and made it go away. The data of 50,000 records, was cleansed within three weeks. We had previously calculated that this process would take us at least six months to achieve manually, so this was of huge benefit.”
Step 1 complete!
2. Enrich Knowledge
“We wanted to segment data into audience types, based on how they had responded in the past.”
“We wanted to be able to run campaigns aimed at bringing back people that had previously unsubscribed”
Step 2 complete!“We are creating much more concise, targeted campaigns which should deliver much better results”
3. Get results
“We wanted to break down campaigns to ensure we are targeting the right people with the most relevant message.”
“We can’t believe it was so easy to get where we needed to be.”
“Campaigns are smaller and therefore cost less, which in turn means we can do more with the same budget.”
Today it is easy to have good data in your CRM!
