Have you ever called a lead up, only to find that they haven’t worked with that company or in that department for months? Have you ever sent a marketing email out to your list, and received so many hard bounces it makes your head spin? What about addressing the lead by the completely wrong first name?
Unfortunately these things happen, but if it is happening frequently it is probably time to start looking into your data quality management. Gathering data is one thing, but maintaining it is a whole other issue. Because of this we’ve put together three best practices to keep your lead list data relevant so that they actually benefit your company and not hurt your sales team.
1. Standardize Your Data List Format
Having a standardized format is essential, especially when you’re importing or merging lists from different sources. This will save lots of time and confusion down the road.
Also, create a guide on how to enter data. Determining how small data items like U.S. vs. United States should be entered, and keying everyone into that fact will also help keep your data clean and orderly.
2. Prioritize Your Data
The more complete your leads profile is, the better. But often times it is easy to get lazy or distracted by other things, and enter only a small amount of data on a lead. This can result in very minimal and incomplete information.
The other problem you’ll find is that you’re working with several other salespeople. And what you might find important or relevant information, they may not see the same way.
The best way to combat this issue is by having required data fields. This allows you to determine what the most important information to have actually is (name, email, phone number), and what is lower priority to your company. This ensure that the vital information actually gets inputted about your leads.
3. Clean Your Data Often
Things change, and this includes information you may have gathered and recorded about leads. Also keep in mind that fat finger mistakes happen. Check for inaccuracies, misspellings, and duplicates often. This should become a routine process.
Are you using your lead list for email marketing? Then remove hard bounces from your email lists. These are email addresses that are never going to receive your emails, so there’s no reason to keep sending to them. The same even goes for unresponsive contacts.
Using these best practices will help you organize your data and maintain it for better results. Quality data is essential to your sales and marketing efforts, no matter the type of business.
Feeling overwhelmed by your data quality management? Vendere Partners offers data services that provide you with the high quality leads you need to shorten your sales cycle. Contact us today to learn more.