5 Modern Database Moves That Drive Better Customer Acquisition Campaigns

Recently on the blog, we discussed new shifts reshaping the employment market, from big-tech layoffs to unprecedented boomer retirements. As a result, marketers face a challenge when it comes to keeping their all-important business contact databases clean, current, and complete.

Because the marketing databases driving today’s modern digital campaigns aren’t what they used to be, new solutions to this challenge are needed. Here are five strategies we use to stay on top of the changes -- so that our clients can target and engage the right prospects, unlock better campaign ROI, and win more customers:

1. Automated Data Cleansing

Maintaining an accurate database using manual methods is nearly impossible today, especially if your database contains hundreds of thousands or even millions of prospect contact records. That’s why many businesses turn to database cleansing – but a modern approach is needed. With the tremendous scale and detail that characterize current contact databases, a professional-grade database approach is essential.

Here are a few things to look for:

• Automation: OMI’s database cleansing service uses automation to purge invalid or out-of-date data from your first-party database -- without eliminating high-value prospect records or running the risk of manual typos.
• Scale: With our OMI Living File® B2B database containing 140 million contacts (with email addresses), we know what it takes to handle data cleansing and data management at scale. We use high-powered tools and automation to get the job done efficiently and accurately. Our approach includes:
  • Cleansing to remove or correct inaccurate contacts
  • Continuously maintaining and verifying data accuracy through automation
  • Using real-time processes to identify and replace invalid contacts
  • Guaranteeing a 95% validity rate for email contacts

Find out more here.

2. Build Out Your Prospect Profiles

Don’t limit yourself to a one-dimensional view of your prospects. Building out their profiles to gain a more complete view will improve reach, personalization, and engagement. That's why OMI recently announced a B2B2C data linkage service that enables marketers to connect with prospects and customers on the B2B and B2C channels they use the most, whether at work or at home. For example, with B2B2C data linkage, a marketer can send direct mail to a B2B contact’s home address while also engaging with them on their business email using the same offer to reinforce the message.

Our service spans 140 million business contact records with residential/consumer linkage on 85 million of those records. It links B2B attributes, such as email, firmographics, and job title, to B2C attributes, such as the prospect's LinkedIn profile, demographics, and residential address. We can customize this contact data for each client's needs and then leverage it to fuel campaigns across omni-channel points, including direct mail, email, social, and programmatic.

The service offers company- and contact-level social URLs, MAIDS, mobile phones, and a range of LinkID overlays available for client use to reach prospects on their preferred channels. We can augment your existing database with B2B2C linkage – ask us how. Go here to find out more.

3. Reach Hard-to-Find SMBs

While some SMBs might be struggling, the U.S. Treasury Department states that more than 70% of small business leaders in the U.S. expect revenues to grow over the next year. This presents many opportunities to reach new buyers -- if you have the right contact data.

For marketers, one obstacle to reaching SMBs is that they often change personnel and email addresses more frequently than larger organizations. At OMI, we’re recognized for our specialization in the SMB sector and offer the largest database of U.S.-based SMB businesses in the world, with more than 95 million business contacts with email addresses. Go here for a case study highlighting a leading telecom provider’s success using OMI’s SMB data.

4. Tap Into Hot Verticals

According to Robert Half, “the government, education services, manufacturing and distribution, and healthcare industries demonstrated strong annual job growth in the first half of 2024.”  Job growth reflects industry health, but marketers must ensure they have current business contact data, including new-hire profiles, when targeting hot verticals.

On top of providing fresh, accurate data, one of our most important value-adds at OMI is audience building. When working with you to create a custom audience segment, we drill down into industry segments using firmographics, with manager-, director-, and professional-level and above titles that fuel precision targeting and improved personalization.

We also offer specialty databases, such as our Physician & Allied Health database, which covers all facets of the healthcare industry. From doctors, nurses, and specialty physicians to back office staff and more, the file includes executive-titled decision-makers at healthcare providers; physicians in clinics, group practices, or single practices; nurses in various roles; and other points of service. You’ll receive a full B2B2C data record with every file, including everything from corporate emails to residential addresses.

5. Expedite Your Way to Warm Leads with Intent Data

Why cast a net that’s far too wide and wasteful for your budget when you can immediately narrow your search to those prospects who have already shown an interest in what your brand offers? You can do this with intent data. Potential customers search for solutions to their daily challenges—browsing online, reading articles, downloading white papers, and more. This online behavior reveals your prospects' intentions to buy a specific product or service. Intent monitoring tools track the behavior, enabling you to find those potential customers even before they become aware of you and your solution.

From a marketing perspective, intent data aids in identifying early opportunities and drives more effective lead scoring. It lets marketers focus on high-potential leads and engage in more targeted marketing efforts. Marketers can integrate digital intent signals with direct mail, email, social, and programmatic campaigns for audience targeting and analytics.

Our intent data approach uncovers 14 billion fresh B2B digital signals weekly to ensure clients receive the latest insights. Go here for more information.

Don’t let this year go by without at least one more big push to find more customers. We have successfully leveraged these tips and tools with our clients and know they can work for you as well. Reach out to our team to get a conversation started.