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Categories: Enrichment, Marketing,

Imagine the most successful marketing strategy- complete with amazing content aligned with perfectly with the buyer’s journey, perfect execution within the marketing automation platform, advanced profiling, nurturing…the works.  Now, what if your lead database is not so great?  Who will receive those awesome campaigns and consume your content?  Sadly, not your next customer unless you know how to target properly based an ideal customer profile and can obtain essential predictive profiling data.

Marketing contact data degrades significantly (approximately 25%) in a very short time frame (one year) according to industry standards.  How old are your leads in your database today?  Are they even the right contacts anymore? Do you routinely cleanse them? What is your process for appending new contact data to old records to help keep them current?  How do you can you most effectively find that next customer or prospect?

Great marketing and sales begins with accurate lead data. The power of being able to find the right contacts, at the right time, is essential to building pipeline and driving revenue.  Think about how much more effective your sales and marketing team would be if they had a steady stream of potential customers, all being nurtured, consuming content, happily learning about your solution and how it can help solve their problem…just waiting for the right time to initiate a buying cycle? It can happen.

Great Lead Data Delivers:

Accurate contact info –Nothing good happens when contact data is no longer accurate. Keeping contact data current is essential so you can connect with your prospects and customers. Without it, you could be wasting time and resources, degrading your email deliverability scores and reputation, not to mention, messaging the wrong people with the wrong message and not connecting with your intended audience.

Relevant information – To build a best-in-class marketing and sales organization, you need to have all relevant customer and prospect information possible.  A sales or marketing professional spending time researching LinkedIn or scouring industry forums for prospect data is a great idea, but it takes up precious selling time.  You need a predictive lead prospecting solution to help you obtain the most relevant data, quickly and easily to scale to help build pipeline.

Real-time data – Things change on a dime in the fast-paced B2B world. The most successful organizations are able to adapt to new situations in real-time by analyzing data and making decisions on the fly. If your lead profiling solution doesn’t enable you to make adjustments easily or quickly based on feedback, then it might not be the right solution. Data is constantly changing, solutions need to empower you address those changes.

Organizations invest millions of dollars on technologies, content, creative, marketing and sales teams and other elements to drive revenue.  If you are investing in all of those components, you need to make sure you optimize those existing  investments by having the best customer and prospect data possible. Predictive lead profiling solutions deliver the data you need to find that next customer, faster. It all starts with the right data.

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Ari Soffer
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