Bad data in, bad data out. For B2B telemarketing campaigns, bad data means a lot of bad news for companies. Working on bad and inaccurate data results on the following:
It doesn’t matter if you get the best partner out of telemarketing services companies, if they will work on your bad data.
Bad data has been the culprit of wasted time, wasted marketing budgets, revenue loss, and reputational damage.
After all, data is crucial in shaping your B2B telemarketing. Whether you are a first-timer in this strategy or a business that has been using it.
It is good to note that 75% success rate of marketing strategy relies on accurate and updated data.
There are two basic sources of bad that can affect your B2B cold calling services, B2B telemarketing, and eventually your business profit and revenue. These are the following:
Bad data means inaccurate sets of information. The following are bad data common in B2B telemarketing or B2B cold calling services.
|Poor Data (Pre-collection)||Data Decay (Post-collection|
Unfortunately, there are businesses that do not believe in the importance of good data or data in the initial stages of any B2B telemarketing campaigns.
Business demographics that usually suffer from this misconception are small to midsize enterprises.
Data decay is inevitable and is the natural death of data sets. This are driven by changes in the following information:
2. Contact Number
3. Change in Positions
4. Change in Company Name
5. Shutdown of Company
This is due to missing or incomplete data fields. To illustrate, you could have the name and position of your targeted key decision maker, but no contact number or email.
This is still bad data and therefore needs verification to complete or eliminate altogether.
There are various reasons why this happens. These are migration, manual data entry, third-party connectors, data exchanges, and batch imports.
Commonly duplicated data are: Leads, Accounts, and Contacts
There are tons of reasons at play here. This could mean wrong input of information into the wrong data set or wrong information altogether.
Discrepancies like misspellings, wrong attribution, or typos could lead to this bad data.
Judging from the table above, bad practices in data entry work results in bad data. However, data decay is also a factor you need to consider. As it affects your whole database.
Let’s say your database does not possess the things we listed above as bad data. Yet you are still missing targets and suffer from consequences of bad data.
The culprit is data decay. Unlike fine wine, good data does not age well with time. Such is inevitable.
Statistically, there are 25% data decays per year. What data suffers from data decay and what is the percentage? Take a look at the following figures.
|Data and Information||Percentage of Data Decay|
|Lead Change Positions||65% of people changes jobs or title a year
21% of CEOs change per year
|Contact Numbers||43% of people changes phone numbers per year|
|Email Address||37% changes email per year|
|Shift or Changes Companies||76 people change jobs every minute|
|Name Change of Companies (acquisition or merger)||34% of companies changes name annually|
|Postal Address||20% changes annually|
From the table above, we can conclude that key information that you need for a successful outsourced telemarketing is prone to data decay.
These are the effects of bad data into your call center telemarketing services or B2B cold calling services.
It doesn’t matter how brilliant your marketing is, whether email, social media, or telemarketing if you are working with bad data.
Bad data gives the wrong information to your sales representatives and telemarketing agents. Your agents could be dialing the wrong numbers thus wasted effort.
As 42% of sales reps believe that working with patchy and inaccurate data sets hinders them from doing their job well. Which may result in poor quality of leads generated or poor conversation.
Also, bad data leads to mismatch marketing messaging and therefore wastes budget allocation and time. Imagine sending hundreds of emails to non-existent recipients.
Outsourced telemarketing works well because it provides genuine conversation between your business and customers. Nurturing existing clients while going after new ones makes telemarketing an effective tool to increase ROI.
Bad data can ruin this effort for your business. To illustrate, email personalization is a strategy in your B2B telemarketing campaign. Imagine addressing the person with the wrong spelling of their name, company name, and their current position.
This gives an impression that you do not know your loyal customers. Worst of all, you did not even take the time to get to know them.
The same is also applicable for B2B cold calling services. Your agents that reference bad data may not address the key decision maker properly. Which could turn them off.
Bad data also affects business projection and strategy. When you base your judgements from dirty data, you may allocate budget and efforts to unproductive business strategies.
A tainted data also hinders you from getting to know your core business persona. Which leads to failure in creating marketing messaging that will resonate with them. As well as delivery on the opportune time to maximize its potential.
There are various steps you can do to ensure your database is pristine as it should. You should ask these following questions:
Does your business have a database?
Do you have the latest and current information on your leads?
Are these data values acceptable and valid?
Does your database correct and represent timely and accurate information?
Is the data based on universal truth?
Are there variants available in different locations?
Is your database consistent and relevant?
Is the relationship between data set and corresponding data entry accurate?
Does it cover all the basics to carry out granular segmentation?
Does the data value portray accurate and defined data properties for the object model?
Is the data appropriate or relevant for the data objective
Periodic review and update of your database will help your outsourced telemarketing and B2B cold calling services be a success.
Remember the 1-10-100 rule when dealing with bad data. It costs $1 to verify data in the pre-collection stage, it costs $10 to fix erroneous data, and it costs $100 when you do nothing about it.
When you let your call center telemarketing services work on good data, you reap the following benefits.
B2B telemarketing success happens when you deal with a specific target audience as possible. Your good database enables you to identify your ideal customer profile or target business persona.
This sets the tone for your whole marketing campaign. As well as your B2B telemarketing efforts and B2B cold calling services.
With a clear picture of your targets, you can create your marketing messaging that they can relate with. Also you can identify which channels (social media, website leads, cold calling, inbound telemarketing) provides you with the most deals. This way, you can focus on these or improve or eliminate your weakest marketing link.
No one likes spamming with marketing contents through email or calling them twice. You can avoid these redundancies that cost money, time, and reputation with good data.
Our 18 years in the service guarantees your business that we know what we’re doing. We strive to maintain the quality of our service delivery.
If you are suffering from bad data, we provide excellent data entry and data cleansing services that will suit your needs. We can help you create your database or clean it up depending on your needs before you start your outsourced telemarketing with us.
Our telemarketers are excellent in providing intelligent conversation with your target B2B companies. We also use the latest CRM tools to ensure our process stays efficient at top speed.
Magellan Solutions is ISO 27001-certified and follows strict ISMS protocols to ensure your data is safe with us. We are also GDPR and HIPAA-compliant. This is our pledge to stay relevant when it comes to information security.
Contact us today and let’s work together to increase your ROI. Let us deliver custom-fit solutions to address whatever you need. Fill up the form below!
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