The DemandGen report found that marketers are increasingly turning to third-party providers for data cleansing and validation, jumping from only one-third in 2021 to nearly half in 2022. It's also vital to start with quality data and keep it that way. When sourcing third-party data, look for a provider with a high email validity and preferably one that will stand behind it with a guarantee (for example, guaranteeing 95% or higher validity for the first 30 days).
Increase volume and depth to expand reach.
While it's essential to focus on quality over quantity when it comes to your database, increasing the size and depth of your database can also be beneficial for reaching new prospects and growing your business.
To expand your existing database, you can collect emails for gated content or use prospect data generated by SEO, trade shows, display ads and other digital marketing campaigns. These efforts should be an ongoing part of your marketing strategy.
When marketers want to reach a larger pool of prospects—from several thousand to even 100,000 or more qualified decision-makers—they commonly turn to third-party data providers. Do your homework, though. You want a provider that offers high-quality contact information that is accurate, up to date and compliant with data privacy regulations. Using firmographic, behavioral and contextual targeting, the right data provider can identify ideal prospects for your brand and offers, opening the door to a wealth of new, qualified leads.
Complete data records for greater personalization.
Succeeding with ABM, other personalized marketing strategies, and omnichannel outreach makes having complete and accurate records for your customers and prospects a necessity. A name and email address for a contact is good, but more data—such as their function and title, along with firmographic and behavioral data and other relevant details—can help you target your messaging more effectively and reach your audience on the channels they prefer. Complete data records empower you to effectively engage customers across different touchpoints and deliver a seamless customer experience, which can ultimately drive greater engagement and revenue.
A Reliable Database Is Key To Marketing Success
Most marketing leaders know that a good database can make or break a campaign, especially as digital marketing skyrockets. There's no denying that high-quality data is crucial for success in today's data-driven world and can help businesses achieve their goals more efficiently and effectively. Get it right, and you will be rewarded. But get it wrong, and your campaigns will suffer.
Marketers can drive better customer acquisition and retention by focusing on these three key priorities—quality, volume and depth, and complete records. Trust me, your bottom line will thank you.
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Paula Chiocchi is CEO of Outward Media, Inc., a provider of 117MM B2B contacts including email and digital IDs that drive business growth. Read Paula Chiocchi's full executive profile here.