Steps to a Cleaner Marketing Database


Pat yourself on the back. 2018 didn’t go too badly for you and your company from a marketing perspective. Maybe it went exactly the way you wanted. Maybe it was good but could have been better.
Strategic planning? Check. Revenue goals? Check. Not losing your sanity? Double check.

Now it’s time to prepare for 2019. And with that, maintaining and/or improving your quality of leads is key. As we enter a new year, it’s always a good idea to have your database at a 12 on a 10 scale. That database needs to be crisp, sharp, ready for action … it needs to be champion-caliber.

For some of you, this won’t a problem, and it never is. But for others, this is what separates you from the marketing rep beside you with all of the accolades and work stories to tell. It’s time to step your game up by cleaning up your marketing database. Here are a few simple steps that should help you out:

Maintain a regular schedule

What’s the best way to keep a clean database? Making sure cleansing is a part of your regular rotation is one sure-fire way to assist. Having a routine cleaning schedule is important, as it’s something that can save you valuable minutes that could ultimately add up. A quarterly clean-up may be the answer. Finding time to do it once a month would be even better.

Taking the necessary steps for data input obviously is vital, but doing that with a structure format — with the help of organization — makes life so much easier. It’s such a simple concept that this is often forgotten. Consider it critical yet a sleeper-type assignment.

Keep your data valid

When you’re checking data, are you taking the necessary-but-forgotten steps of checking for bounceback emails? This goes unnoticed more than some want to admit. Success can be as simple as looking at the quality of your data and as elementary as checking the validity of the email addresses in your possession. Let’s make this easy: Send emails to the wrong people or invalid emails, hit virtual dead ends. What you don’t want or need is a high bounceback rate, and what you want or need even less is a bad sender reputation.

And while we’re speaking, there’s nothing wrong with re-engaging with contacts who originally weren’t interested but chose not to unsubscribe. If they choose not to bite a second (or third) time, feel free to remove them from your database on your own.

Find the source for bad data

A name and an email or phone number may not be enough. But that doesn’t necessarily mean you find any and every little thing you can about a client or potential client. This is identified as bad data — find the source for bad data and drop it like a bad habit. According to Kate Athmer, director of demand orchestration at Integrate, you have to determine if there is a “trusted” lead source who provides leads that just don’t convert. Somebody or something is driving the bad data.

Athmer suggests utilizing a closed-loop dashboard, which will allow you to view content performance from a variety of partners. From there, you can make your adjustments and resolve any issues.

In addition, really crack down on shadow systems within your organization. How many staff members maintain their own spreadsheet of leads? Look, every organization struggles with this. But it’s something that must be eliminated. The danger lies in the possibility that each list within your organization will be managed and updated independent of each other, making overall accuracy non-attainable and makes for a poor customer experience in the end.

Do it because you love it

Here’s something else that goes without discussion. If you don’t love what you do, how are you expected to be great at it? We’ve all heard how a good job is one where you feel like you don’t work. Day-to-day marketing must be something you love, and if you truly love it, going through all of the proper procedures to stay ahead of the game is a priority.

A major step in those procedures is keeping your database functional and in order. Those who love their jobs are probably two steps ahead of this actual article.

Many of us have enormous databases, and maintenance is something that can be a difference-maker in you being the MVP of your company or sitting the bench while others earn your shine. These steps may be considered simple, but the simple things in life can go unnoticed. And when someone else notices, and you don’t … well, let’s not allow that to happen, shall we?

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