B2B contact data is in bad shape. Few marketers would argue with that statement. Why is that? It seems strange that with all the sophisticated marketing tools and technologies at our disposal that we continue to have this conversation.
I have a theory as to the “why” based on pure logic: constant change in the B2B marketplace.
Mergers and acquisitions are at an all-time high. For the first half of 2015, there were almost 5,000 M&A deals worth close to $900 billion – Heinz-Kraft and Charter-Time Warner being the most notable. These investments drive corporate efficiencies along with brand and market strength, but at a price: change in personnel, change in facility and office locations, change in corporate structure, change in company size and revenue.
The economy is another factor. People are changing jobs, both forced and voluntarily at a staggering rate. According to the Department of Labor, in the first half of 2015 over 5 million people changed jobs every month.
The constant change causes B2B data, both company and contact, to constantly be in flux. All of this change can wreak havoc on your outbound marketing and nurturing efforts. Contacts you had established relationships with may have moved on, new people may be in charge of budgeting, new decision makers may have been injected into a buying process due to merging organizations. Regardless of how this constant change materializes to you, it no doubt has an impact on your marketing efforts. That’s why you need a trusted source of contact and company information to augment and enrich your internal database to ensure you have the deepest reach into your targeted personas.”
Successful organizations accept the never-ending cycle of change and proactively source accurate lists of contact data that support their marketing initiatives. They invest in robust, accurate contacts that include the firmographic and demographic information they need to pinpoint their “look-alike” contacts in order to drive program success.
The value of this accurate marketing data goes beyond email deliverability and phone connectability (these are a must-have):
- Segmentation and profiling based on complete data and success metrics
- Communications that resonate with target audiences – customizing the message for best results
- Sales enablement support with faster lead routing and enhanced firmographic and demographic insights
The reality is you need an expert, a partner, to help you navigate the ever-changing, slippery slope that is marketing data. Dun & Bradstreet NetProspex’s Targeted Data Subscription ensures that you are consistently filling the top of your funnel with accurate and actionable B2B data on the targets you want to reach. We embrace the crazy world of bad data and have your back. For example, as your contacts degrade, we replace them free of charge.
Change: Once you accept it, the marketing world gets a bit more manageable.