B2B marketing is currently operating in the age of big data. Personalized marketing content and promotional materials are no longer optional. Effective B2B marketing strategies must be built on consumer data in order to create productive leads and reach targeted audiences.
A company rushing to stay competitive, though, might find the information it is using is incomplete.
Poor data acquisition
Bad data usually comes from two major sources: not asking the right questions and clients and leads changing information.
Some marketers are reliant on a single source for capturing potential client information. They post surveys or other requests for insights on public forums. Other companies may make questionnaires a mandatory part of their online materials.
B2B Digital Marketing argued mandatory questionnaires are not a good source for reliable data (1). People who are forced to answer questions to gain information or progress through channels are quick to make up answers. Businesses will also lie if they feel the inquiries are pointless or take too long.
ZoomInfo published an infographic charting bad marketing data habits (2). The graph reported audience information is constantly changing. Thirty percent of people change jobs annually, about 40 percent change phone numbers and email addresses annually and 66 percent change job title or function annually.
The effects of bad data
Working off of bad data means marketers and sales agents address potential and current clients at a disadvantage.
The ZoomInfo findings suggested bad data negatively affects prospect communication while clean data leads to more acquisitions. Forty-four percent of marketing professionals surveyed stated incorrect information hindered the ability to reach out to clients. Specifically, 26 percent said it hurt email campaigns. Sales agents operating with clean data from marketing strategies saw a 25 percent increase in acquisitions.
More marketers are looking for lead quality over quantity. Business 2 Community suggested multiple industry professionals would prefer focusing on upkeep with current lead information as opposed to constantly seeking out new audiences for promotion (3).
Constant lead contact is the primary way to make sure information stays up to date. Marketers are starting to use software that tracks interaction data and gives alerts when too much time has passed between communications.
When it comes to acquisition of new data, utilizing multiple channels is usually the best practice. B2B marketers should provide online content that captures data from viewers. Social media tools are usually used for a more personal option. Marketing software can track online activity from potential clients and make it visible in a single platform. Tactic performance is visible to marketers and data collection tactics can be reexamined.