When it Comes to Databases, Bigger Doesn’t Always Mean Better

While having a large database of leads can seem like a good thing, if that database has not been scoured of outdated and useless leads, it is no better than having no leads at all. In fact, research show that U.S. businesses lose billions of dollars every year because of poor database management.

Marketers know that launching any type of inbound marketing campaign without a fully scrubbed database will result in a waste of time and money. However, the time and effort it takes to scrub their database seems too daunting and they often delay launching a campaign. In either case, profits take a hit.

Database scrubbing can be an overwhelming proposition. Especially to businesses who do not have the required manpower. Further, database cleansing is not a one-time proposition. In order to keep any database current it must be continually updated. The benefits of a clean database, however, are always worth the effort. Accurate data allows for a greater number of qualified leads and increased sales conversions, both of which result in higher profits in the long run.

In order to ensure that a database is up-to-date, the following steps should be taken:

Step #1: Assess

Databases needs to be thoroughly analyzed to make sure any incomplete or inaccurate entries are identified and corrected or deleted.

Step #2: Update

Contact needs to be made with each of the leads in a database to confirm all relevant contact information such as mailing and email addresses. It also is vital to identify decision makers. When possible, information that will help salespeople interact with a prospect on a personal level should be included in the database.

Step #3: Repeat

Decision makers change over time. Companies move. Data must be maintained and monitored on a regular basis so that the correct information is always at the fingertips of every salesperson. It also is important that one database is used for both marketing and sales departments in order to avoid multiple or redundant touches by the sales and marketing departments.

A scrubbed database can drastically improve the performance of a sales team. While this may seem out of reach for many businesses who don’t have the resources to maintain a clean database, a firm that performs outsource call center services can do the job for them. The investment in keeping a database clean will far exceed the time, effort and resources it takes to ensure that a database contains only the most up-to-date information.