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Even though it’s tradition at this time of year to reflect on old New Year’s resolutions, and draw up new ones — we can make a pass for 2019’s. (Who knew what surprises awaited us in 2020?)

The digital strategies we’ve created and altered in 2020 have been drastically different from previous years, and will definitely differ in 2021. One of those strategies to add to your resolutions needs to be for your contact database. 

A organized, accessible database helps give a full, 360-view of potential customers, and is overall essential for marketing campaign success. 

So take a look at these resolutions to add to your database strategy for the next coming year!

B2B Database New Year’s Resolutions

As the heart of any data-driven company, your database helps sales and marketing professionals understand prospects in-depth, improve segmentation, pinpoint audiences,, and convert more leads.

So what’s it going to take to create and maintain a top-tier database for 2021? Remember: data comes first in a database strategy.

1. Improve Your Data Quality

As experts in quality data, here at ZoomInfo we could go on about the benefits of quality data. Skipping on data quality and hygiene leads to data decay and costs you performance company-wide.

A database hygiene strategy should include:

  • Reliable data sources
  • Scheduled data audits
  • Consistent data points across all vertical
  • Compliance — both from customers and in-house database specialists

In short — get to bad data before it gets to your database!

2. Gather More First-Party Contact Information with Content

Gathering first-party lead data is cheap, allows easy control, and comes entirely from in-house. 

This is where content marketing comes in — contact information from newsletters, webinars, customer feedback, etc. is just as valuable as third-party contact data (if not more!).

When users personally fill out their contact information for content, and explicitly agree to have their information used by your organization, it’s a small win for your database!

3. Invest in Third-Party Data

One of the (maybe-not-so) unexpected surprises this past year has brought us is the letting go of third-party tracking cookies. Although notorious, this information has been valuable as usable contact data. But thankfully there are other sources of compliant third-party data.

B2B data providers save companies loads of time and headaches, but at a monetary cost. So when choosing a data provider, make sure to look at for accuracy guarantees, data source variety, and consistent data hygiene

4. Finetune Your Data Privacy Efforts

With increasing demand from customers for more transparency in contact data use, it’s an obligation to address data privacy in your organization. Getting compliant data starts with consent — users should be able to handle their information at will with the following:

  • Opt-in option: When users explicitly agree to using their contact information for marketing purposes, they are opting into having their data stored in your database.
  • Opt-out option: Giving users an easily accessible option to take their information out of your database helps avoid possible complaints and legal trouble.

In recent legislation passed on data privacy, legal documents like GDPR outline that companies have to provide an opt-in option to use contact data for marketing purposes.


Read more on GDPR: Your Guide to the GDPR: A Comprehensive FAQ


5. Dive into New Verticals

As your customer base grows, so does your amount of industries and verticals that pop into your company’s radar. When getting into new verticals, new personas have to be recognized and uniquely marketed to.

Let’s say your company has been selling to mid-sized lumber factories for several years — then a market of enterprise manufacturers opens up. Marketers have to ask, “Who are these people? How can I get them to buy my company’s product?” Glossing your eyes over a digital database isn’t going to help your sales and marketing teams.

Instead, it’s typically done by creating an ideal customer profile (ICP), which relies on a robust contact database. ICPs include in-depth details on interests, seasonal trends, location, purchasing intent, and more.

Expanding your target audience into new verticals is definitely exciting, but selling can only be as successful as the quality of your contact database.

Start 2021 Off with a Refreshed Digital Strategy

2020 has been quite the year full of new challenges. It’s demanded B2B companies to shift their focus from more automated strategies to customer-centered efforts.

The new year calls for a renewed take on the creativity and resourcefulness that we’ve garnered in the past year, and implement them into our endeavours.

And as we go into the new year, we have to remember the importance of staying ahead of competitors and continue company growth. We hope your New Year’s resolutions all come into fruition in 2021!

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About the author

Rayana Barnes

Rayana Barnes is the Creative Content Specialist at ZoomInfo, the leading B2B contact database and sales intelligence solution for go-to-market teams.

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B2B marketing, growth, sales and more.


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