In my last post, I wrote about the importance of assessing the health of your database. Because if you don’t know what is wrong, then you cannot fix it. Once you have assessed the state of your database against your ideal customer profile and your total marketing reach, it is a good idea to benchmark the current state of your databse so you can track improvement.
After benchmarking, there are a couple of ways you can go about cleaning and appending data; you can choose to do all of this internally or you can hire the services of an organization that does it for you.
If you choose to do this internally, there are several ways:
- Offer content or a giveaway with a form that enables progressive profiling for the fields/data that are unknown
- Re-engagement campaign to inactive prospects to try to get them to opt back into mailings or verify their contact information
- Tele-prospecting to suspect accounts
There are also several companies that specialize in this type of activity as well:
- They can append missing data and verify emails through automated queries that bump against external databases
- They can telephone to verify information
- They can identify role-based contacts as well
Regardless of which route you choose to go, once you have cleaned your database and appended information, you need to make sure you take steps to keep it as clean as possible. Business data tends to degrade at the rate of 3 to 6 percent per month so ongoing maintenance is essential to the health of any database.
I would love to hear some of the ways that you have appended and cleaned your data.
As the senior demand generation manager at ReadyTalk, Mike helps manage and execute ReadyTalk’s demand generation programs, which include email, online advertising, telemarketing and tradeshows. He also oversees ReadyTalk’s lead management process and marketing funnel by using Eloqua and Salesforce.com to automate ReadyTalk’s nurturing programs and lead follow-up.