Append Don t Repent: How Marketing Database Boosts Sales by 40%

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1 Append Don t Repent: How Marketing Database Boosts Sales by 40%

2 Why you Should read this? 56% of Marketers believe that there is a huge scope of improvement in their Database strategy. In a recent study Data Appending was the top ranked service by marketers. This highlights that marketers are working well at the core of their marketing and sales structure - Database. If your business is Data-Driven, after reading this whitepaper you will understand how Data Appending can benefit your business- marketing and sales. Why there s a sudden rise in demand for Database Services. It includes... Data: Making its Roots Stronger Understand the Role of Data in The Age of Transformation 4 Simple Steps to Keep Marketing Database How to Keep your marketing Database in the Perfect form. Data Append What it is and how it is done. How Data Appending Benefits your Business- Why More and More Businesses are Enrolling for Data Appending services What Data can be Appended? Generating Bow-force with Social Media Append and Validation Your Instant Mix to success. 10 Questions Every Data Append Service Provider Should Answer 02

3 DATA MAKING ITS ROOTS STRONGER Most businesses consider data to be a part of a good business strategy. Over the years businesses have realized that identifying the data and metrics that impact the company s bottom line allows marketers to regulate their priorities and preferences. Today businesses have become more Data-Driven. Maintaining high quality of Data is more mandatory than ever. Marketers are focusing more on converting data into actionable insights. And by leveraging these insights marketers craft personalized multi-channel marketing campaigns to find new customers, increase customer retention, understand their needs holistically and increase the value of each customer. Hence the role of Data, even in this strange epoch of Digital and traditional marketing remains pivotal. 03

4 Managing marketing database is still a major challenge for most of the B2B companies. By 2020 most of the sales decisions are expected to be driven by customer database. Businesses have realized that just to save on budgets they cannot afford to land up paying a huge cost at the end. Especially when the bedrock of all multi-channel marketing strategy is Data. According to a recent study 56 % of marketers believe that there is room for improvement in their Database strategy. In the long run, businesses are investing more on Database services like Data Appending, Data Enrichment, Data Cleansing, Data Verification and Validation. Clearly Data is predominantly making its roots stronger in your business. This Whitepaper Highlights one such quintessential service which is Data Appending. Learn What is It? How is it done? And why there is a sudden rise in demand for Appending services among businesses. 4 SIMPLE STEPS: ELIMINATE TOXIC DATA FIRST Let s first understand what is Toxic Data? Overtime your marketing Database becomes less effective. The primary reason being data mishandling, Data entry errors, Inaccurate information and so on. This toxic data later makes your marketing database less efficient which in turn impacts your Marketing Return on Investment. 46% Marketers believe that Real-time data management is the best solution to the data quality issue, but most of them agree that they either don t have the time or lack the resources to implement an effective process. So how do we sanitize this toxic data and leverage it for all your campaigns? Here are the 4 simple steps to enhance the effectiveness of your Marketing Database. 04

5 Step 1: Profile Your Data Why Profiling? Data profiling helps minimize costs by pinpointing problems in your data before you launch your next campaign. It is one of the most essential prerequisites to ensure data quality. Marketers use it more often to get holistic information mainly about Customers, Competitors and Markets. Company information and history Office locations Company and product awards Financial data Balance sheet Income and cash flow details Markets served Key customers and partnerships Products and services SWOT analysis Competitor analysis Executive bios Organization chart IT infrastructure details addresses and social media profiles Web site and SEO analysis All key decision-maker and departmental manager contacts Step 2: Clean Bad Data Why Clean? Cleansing will verify, correct, standardize, and update your contact data which includes name, address, phone, and address in real-time to ensure only valid information enters your database. 05

6 Step 3: Eliminate Duplicate Records Why Eliminate? Duplicate contacts are the worst kind of Data errors. Many organizations fail to realize the importance of eliminating duplicate data records. And the others might consider the process to be cumbersome and an absolute waste of time. However, it is important to realize that duplicate data can create chaos that may eventually, cost your business heavily. They cost you and cripple your campaigns by creating a fuss in analytics, segmentation and target marketing. Step 4: Enhance Your Data with Valuable Information. Why Enhance? Adding information such as , addresses and phone numbers to your database can help your omni-channel marketing efforts. But that s not enough to survive in today s marketing scenario. To produce more personalized marketing campaigns marketers would require demographic, firmographic, lifestyle, and geographic information such as marital status, household income, occupation, latitude and longitude coordinates, company name, and number of employees which will help them gain deeper insights into your customer profiles. This will help marketers like you to forecast, plan personalized campaigns and delve single view of customers. You can engage in a more relevant, targeted communication with your customers, significantly improving your segmentation and outreach efforts. 06

7 Process Flow Data Hygiene Suppression List Merge-Purge Movers List De-Duplication Data Hosting Multi-Level Authentication Multiple Permission-Based Logins Secured Cloud-Based Server Data Management Dedicated Server Easy To Integrate With Any CRM Systems Manage and Control Seamlessly Data Appending Appending Phone Appending Postal Address Appending Verification Phone Verification Mailing Address Verification What is Data Appending? Once you are done shaping your Marketing database. The next step is to Append it. The ultimate intended goal of Data Appending is customer segmentation. You don't have to waste your time and resources on creating converged buying profiles. It s the way you gain more information about your customers, prospects, competitors, markets and so on. In layman s terms, a data appends when a vendor receives input data, matches it to a master database, and returns a file containing both datasets. A list of names and addresses can be transformed into a telemarketing list complete with demographics and purchase behavior, for example

8 HOW DATA APPENDING BENEFITS YOUR BUSINESS Data appending and enrichment vendors ranked as the most effective third-party data source among B2B marketers looking to the outside to garner intelligence on current and future customers. Beyond the basic data name, address and company name for B2B marketers the top three most valuable pieces of data and information they would like to obtain from prospects are; the buying time frame (51%), budget information (39%) and the industry vertical (26%) of the customer target. It can be a daunting task to get these data but it is essential to consistently feed your lead nurturing campaigns. This is an area where working with data append companies and data enrichment providers can help. You can Connect with your target audience at a much higher level. Achieve High customer retention through increased relevancy. Kick-start your Multi-Marketing strategies at a go. Enhance your conversion rates to the maximum. Convert single-channel customers into valuable multichannel customers. Increase traffic to your website drastically. 08

9 WHAT DATA CAN BE APPENDED? Most of the businesses are not able to possess high quality of data required for decision making this year. Nearly about a quarter of the information is inaccurate and poor quality of data is affecting all your marketing and sales efforts to provide excellent customer service. Just appending Data like , phone and postal addresses will allow you to drive only your , tele and Direct marketing campaigns. But this won t be enough for you to craft high end campaigns backed by a goldmine of insights about your prospects and customers. What you need is insights which will help you deliver high level of personalized campaigns to your clients and customers. So What can you Append and what kind of appending services are available Appending Service: is the dominant contact information, and undeniably most businesses would prefer to communicate with you through . Make your database enhanced and marketable via appends of the addresses that you specifically need for your business. Phone Appending Service: With phone number appends you can phone append your existing database so that you don t have to struggle with contacting targeted audiences. When used strategically Phone append can drive telemarketing which can be the gateway to new business opportunities for revenue generation and customer acquisition. Postal Address Appending Service: Postal address appending adds the missing postal addresses to your existing database. No matter how far we go with our technology, and online campaigns, there are certain campaigns which are effective only when it is made the traditional way and that s when Postal address appending comes into the picture. Social Media Appending Service: Doesn t matter if you are running a direct mail campaign or an campaign, you cannot ignore the social presence of your customers. You have to connect with them through all the social media platforms such as Twitter, Facebook, and LinkedIn to name a few. You can do Social Media Appending on your existing database or get the social media contacts of your target audience. It s an effective and proven method to boost your social media campaigns. 09

10 REVERSE APPENDING It s a type of append whereby one field of data is used to return all other data tied to it. Imagine a call center has a list containing phone numbers of callers who expressed interest in a product, but lacks name or address. A reverse phone append will fill in the blanks. Using the phone number for exact matching to a master file, the call center can obtain the name, address, phone type, address, and even complete demographic information associated with that particular number. Based on this additional information, marketers can segment and send postal mail or to the prospects, trusting they are marketing to people who are interested in their product. 10

11 CREATE A LEAD GENERATING BOW-FORCE WITH SOCIAL MEDIA APPEND AND VALIDATION Today, your company s Facebook page can act as a lead generating machine gun, if handled effectively and efficiently. Social Validation is the process of collecting and verifying each of the profiles associated with your brand on all your social media Channels like Facebook, Linked-In, Pinterest, Twitter and so on. Collating this client data can be a meticulous task. This data is collected from various facets of the social media platform after robust verification and validation of each profile. A social profile adds personality to what was previously only a name, job title, lead score, or customer history. Having social network information in a CRM lets you have more authentic conversations with business decision makers. With our socially validated data, you ll know the "Four W's" of your audience: Who: demographics, occupation, location and more What: interests, brand affinities, lifestyles, and influence Where: most used social sites and online hangouts With Whom: friends and associates 11

12 SO HOW WILL IT BENEFIT YOUR BUSINESS Socially validated contacts enable you to connect and engage with your audience across multiple social media channels. The channel, message and approach can be customized to what is preferred by your target audience. It helps to gauge the social media influence and lead generation from within your CRM. For marketers and sales personnel, this information, integrated alongside your CRM, opens up new possibilities of engagement through instant access of the social profiles of your customers and prospects instantly. Reach relevant users and new audiences for both B2B and B2C campaigns with Twitter handles. Learn more about your contacts by analyzing their online activity through socially validated data at a go. Find new Facebook followers. Target users with custom audiences on Facebook and Twitter, saving valuable advertising costs by engaging only interested users. Evaluate B2B prospects, influence with information and connect with them on LinkedIn. Deliver a consistent brand image to the same customers through multiple channels and gain influence to maintain customer brand loyalty. 12

13 HOW SOCIAL VALIDATION IS DONE? The validated database is matched against our master database to validate for the social media profiles. Step 03 Step 02 Step 04 Your database is run through the data validation process to ensure utmost data accuracy. We apply extensive validation measures to ensure multiple social media profiles are validated against each customer record Step 01 Once you share your marketing database with us, we ensure it is optimized through our holistic social validation process to enhance your business potential and reach Step 05 The enhanced database is shared with you via a secure ftp portal. 13

14 10 QUESTIONS YOU SHOULD ASK A DATA APPEND SERVICE PROVIDER Do you look for most number of matches or the most accurate matches? Does your data have verification dates for the sourcing of data? 02 Do you have the tools to match criteria such as individual, household, or address level? 07 Will you be able to flag deceased individuals and flag/scrub Do Not Call, wireless records, or opt-out s? 03 What will the Input and Output data look like? 08 Will I be able to run an append test before I complete a new project? 04 What are all the data elements that are available for my specific append? 09 How many records will you able to process per hour? 05 Where does the appended data come from? 10 How do you ensure safety and integrity of my data? 14

15 Data appending is a practice that businesses have been practicing for years now. It is a way to further identify, verify, and segment your Marketing Database- required to meet high level personalization in your marketing and sales campaigns. With technology, data maintenance and acquiring methods have also advanced and so has data appending. Today Data irrespective of the size can get appended in less than a fraction of a second. Data appending will continue to evolve as marketers and other specialists refine and improve processes for consumer validation and segmentation. CONCLUSION ABOUT SPAN GLOBAL SERVICES Span Global Services with over 42 million verified B2B customer records and pro-change strategies, we stay a step ahead in the competition by ensuring that each and every one of the 42 million data is -and-Social-verified. We have conquered the territory of high-end data services including Data Appending, Profiling, Verification, and Cleansing, in addition to lists & List Management. If your Business is facing numerous Marketing Database issues our business consulting services can foster and drive your Marketing and sales with Bespoke results. 15

16 SUCCESS CASE STUDY How Our Client Accelerated its pipeline with Span Global Services Data Appending Service The Client faced a roadblock in their recent initiative for the cloud services market. To increase the efficiency of marketing activities, they needed to know the IT budgets, Revenue size, Technologies in use and past ERPs used by the contacts in their existing in-house database. To achieve this, the client approached several database intelligence providers. After a thorough search, they found one provider who could provide all needed insights within a period of 7 days. This is where Span Global Services came into the picture. Without appending the Client was unable to facilitate their customers to: Segment data and addresses Create customer profiles to improve target marketing Profile sales leads to identify top marketing prospects Analyze market data for new market expansion planning Identify key market segmentation variables Visualize marketing data The Client chose Span Global Services Data Append services to accelerate its growth of leads into the double-digits. Using data append as an integrated campaign solution enabled the client to handle more leads, gain better insights into prospects with enriched data, and to personalize messaging and experiences as leads make their way along the funnel. 16

17 THE RESULTS Higher Quality of Leads: A list of 79,000 accurate and qualified contacts were delivered in 7 days Higher Lead Conversion to Revenues: It was possible to profile sales leads to identify top marketing prospects. There was an increase in sales opportunities by 40% Improvement in Deliverability: The bounce rate was reduced below 9% Increase in Personalization and Targeted Campaigns through Data Analytics: It helped to identify interests of Specific segments. It was possible to analyze market data for new market expansion planning Campaigns were sent based on behavior of segments which ensured higher open rates to an average of 12% Identification Of Key Decision Makers: It was possible to identify key decision makers and Influencers The response rate by decision makers improved by 80% Targeted Segmentation: It was possible to identify key market segmentation variables Personalized content resulted in higher engagement and response rates. The click-through rate increased by 17% 17

18 We cater our vast Marketing and Data management Services for diverse industries including Information Technology Healthcare Marketing & Advertising Media & Publishing Automobile, Finance Real Estate Manufacturing Data is accessible through on-site licensing, automated batch processing, real-time XML data transactions, and online query and order systems, all of which have been developed and maintained by Span Global Services Copyright Span Global Services 2017, All rights reserved 18