According to Dun & Bradstreet’s most recent B2B Marketing Data Report, just 50% of respondents expressed confidence in the quality of their data—down from 75% in 2017. “The lack of confidence B2B organizations have in their data is hindering the ability to deploy key sales and marketing initiatives,” the report concludes. “Instead of creating opportunity it’s creating chaos.”
So what is a marketer to do? Quality data is the key to providing personalized content, which is crucial to enhancing the customer experience and driving revenue, and VisionCritical predicts the customer experience will overtake price and product as the top brand differentiator by 2020.
Here are eight ways to ensure your data is working for and not against you.
- Commit to improving data quality
- Assign data quality ownership
- Fine-tune your data collection process
- Check contact data as it’s collected
- Standardize your data
- Identify and purge duplicate records
- Integrate marketing and sales data
- Conduct regular data reviews