4 Signs Your Customer Contact Database Needs Help

customer contact databaseThough you may not realize it, your sales and marketing database is one of your company’s most valuable assets. When compromised by dirty data, your entire business will feel the impact. In fact, more than 40% of business objectives fail due to inaccurate data (source).

Worried about data quality? Here are four sure signs your customer contact database could use a little help.

1. Skeletons

Year after year names go in, but nothing seems to come out. The skeletons of old contacts keep piling up and cluttering your operations. In fact, the average permission-based email list contains 60% inactive subscribers (source). These inactive contacts are hurting your campaigns and skewing your results.

While you’ll always have inactive contacts in your database, reducing the amount will increase engagement, produce more accurate results, improve your sender score, and raise the overall quality of your database.

Pro Tip: Identify and segment inactive users and add them to a reengagement campaign. If, after several attempts to re-engage, a contact still remains inactive, remove them from your active lists and suppress them from future sends.

2. Duplicates

When a lead comes in, the name automatically gets entered into your contact database. Let’s imagine this lead doesn’t progress through the sales cycle and instead lies dormant. Fast forward six months and the same contact approaches your company at a trade show. He or she gets entered into your database—again.

Duplicate records like this can cause numerous issues for your company—duplicate mailings bombarded email addresses and confused sales reps. The list goes on.

Pro Tip: Manual data entry can leave a lot of room for errors. One spelling mistake or typo and you could end up with two records for the same contact. Prevent this by establishing a company-wide record creation policy. You can also work with your CRM to automate a deduplication process.

3. Dead Ends

Inaccurate data can lead to an email being sent to the wrong person, a mailer going halfway across the world, or a sales call ending up in customer support. No matter what it is, having the wrong contact information leads to dead ends. Unfortunately, 94% of businesses suspect their customer data is inaccurate (source).

Pro Tip: Work with a B2B data provider to append your database regularly. Most providers can fill in missing information, correct errors, and improve the overall accuracy of your data. Remember, this shouldn’t be a one-time project. Data decays rapidly, so make an effort to clean up your database at least once a year.

4. Slammed Doors

If prospects are unsubscribing from your emails or hanging up on your sales reps, you may have the right data for the wrong people. It does no good to have a database full of contacts who aren’t interested in your products or services. If this sounds like your business, it’s time to assess your data collection methods.

Pro Tip: As previously suggested, invest in a B2B data provider. Stop calling people at random and don’t trust sketchy lists you bought online. A reputable service will be able to provide you with the names, email addresses, and direct dials of prospects who match your buyer personas.

If your sales and marketing efforts rely on bad data, you will likely hear about it from prospects or existing customers. A certain degree of errors are to be expected, but if they stall productivity or cause you to lost business, it’s time to take action.

Contact ZoomInfo today to learn how we can help you clean up and manage your B2B contact database.