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 3 Tips for Cleaning your Data for Better Sales and Marketing 

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It is no longer about whether you need a CRM or not, it is about implementing your CRM successfully.

There are many strategies and tactics out there, however, the first rule of thumb, and probably the biggest indicator of success all relies on your data, yes, your data.


1. Make sure the emails you have are active.

An active contact list is a healthy contact list. What is the point of sending all of that hard work you put into your campaigns if no one reads them? Review bounces, spam complaints, duplicates, and more. Make sure you are not sending your broadcasts to those contacts. This can significantly lower your deliverability and put you on the spam black list.


2. What data is important to collect for your business?

Are you collecting all the data you need to help move sales and target your marketing? Most companies collect pretty generic data, but having a CRM and marketing automation platform let’s you go about a hundred steps further. Information that lets you personalize your communication will not only help drive conversions, but greatly improve the customer experience, and it’s ALL about the customer experience.


3. Standardize your data. This tip comes from BlueBird Strategies and piggy backs off the previous tip. As Alex says in her article, “Start by standardizing fields - country, state/province, zip codes, industry, titles, and/or roles. Keeping the same format throughout will help when you need to put together workflows or pull a report for contacts in one category.”


This is critical if you want to properly target and personalize your campaigns. If your data is all over the place and in a ton of different formats, abbreviations, etc., there is no consistency, and that results in inaccurate segmentation. This can be pretty embarrassing for a company. For example, if you are targeting everyone in the United States, but some contact fields say USA, there is a chance your filtering system will not catch this mistake and send campaigns to the wrong segment.

In the end, bad input equals bad output. It you don’t put it in clean, it won’t come out clean. Inaccurate and incomplete data is virtually useless, because a bad marketing piece can significantly harm a brand’s image.  

A few ways to combat bad data is to train all of your staff members on the importance of data consistency. Make sure everyone is on the same page. If you are merging two different databases, make sure all of your data is formatted properly. Create a data standard moving forward. This will make sure your marketing and sales is on the right track and ready to wow your leads and customers!


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