Customer Relationship Management (CRM) software is an effective tool for bringing all your marketing leads together in one place. If CRM is not managed properly it can quickly become a giant cloud of disconnected data, from which it is impossible to glean useful information.
Many CRMs offer additional features such as email performance, campaign tracking, sales management, and more.
However, it’s important to realize that tracking your CRM and marketing performance is only effective if the data you store is accurate and up-to-date.
How raw data affects marketing and sales results
The success of marketing efforts is South Korea Phone Number List directly tied to the health of the database.
A “healthy” database includes up-to-date and actively engaged contacts. Over time, the health of the database gradually deteriorates, becoming unusable if not regularly fixed or optimized. Your contact information usually isn’t wrong right away, but over time people change locations, change email addresses, or change companies.
Data changes happen more often than you might think:
40% of email users change their email address at least once every two years.
18% of all phone numbers change every year.
60% of people change functions Dd Leads within their organization every year.
Waste of time and negative ROI
Inaccurate data can have a huge impact on the ROI (return on investment) of marketing campaigns and waste marketing and sales teams hours of time hunting for unqualified leads. In fact, a DiscoverOrg study found that sales and marketing departments lose approximately 550 hours and up to $32,000 per rep due to inaccurate data.
Negative brand perception
If your marketing and sales initiatives involve the use of personalization, as they should, inaccurate data could lead to incorrect interactions with your marketing and sales teams, thus creating a negative perception of the brand in the eyes of the potential customer.
For example, a user accidentally filled out the contact form incorrectly, entering her name as “S” instead of “Samantha”.
Contacts rarely remember or realize they made a data entry error and instead view it as poor customer service or spammer behavior on the part of the company.
Sales teams will have a hard time attracting prospects if they have inaccurate data. Also, with bad data it may be more difficult to convert marketing leads into sales leads or customers.