Spring Clean Your Contact Database – Why & How

May 06, 2014

by Mark Paggioli

Your database is one of your business’s most important assets, if not the most important.

  • It’s where your customer, prospect, vendor, and other crucial contact details live.
  • It’s what your Sales team relies on to connect with customers and leads.
  • It’s what your Marketing team depends on to implement engaging and compelling campaigns that generate sales interest.
  • In short….you’d be lost without it.

Now here’s a staggering figure reported by Chief Marketer early this year:

Each year you LOSE about 25% of your database

Yes, you read that right.

This ebb’s two main offenders – churn (i.e. personnel changeover) and plain old bad data – can transform your database from a vehicle of sales possibility into an utter maze of dead-ends and frustration.

According to email automation service provider Pardot, the average size of a B2B database is 50,000 contacts. So, if 25% of your database becomes null and void in a given year that means that up to 12,500 of your contacts’ email addresses could become defunct.

Even if your database isn’t quite that robust, one quarter is a large percentage to content with year after year.  And in an age where email is now considered the number one preferred method of business communication and your Marketing team’s most valuable asset, this can be hugely problematic and limiting for your business growth objectives. Because in the end:

It doesn’t matter how many contacts you have in your database if the data is of poor quality.

And your marketing efforts are only as good as that aforementioned quality.

Make Maintenance & Upkeep a Priority

That’s why keeping it healthy and accurate should be a top priority in your business at all times. You’re likely already thinking about spring cleaning at home, but today I urge you to turn that gusto to your business data as well.

How should you approach spring cleaning your database? Download our 8-Step Guide to Spring Cleaning Your Contact Database tip sheet (via the right sidebar) to learn more.

Cleanse your data of dead-end road blocks and clear the path for successful lead generation!

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