How to Put the Pieces of Your Marketing Data to Work

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What is your marketing data strategy for 2016?

Wait – you do have one, right?

According to Dun & Bradstreet’s The State of Marketing Data Benchmark Report, company, prospect and marketing data is incomplete, out of date, and just plain wrong.

And that’s on a good day.

Over 200 million B2B records were analyzed through the Dun & Bradstreet Netprospex cloud-based data management tool. It told a scary story.

Dun & Bradstreet reported that over 2/3 of all records are missing two critical components of lead scoring: revenue and industry data. Over 40% of contacts lack a working telephone number. Company email deliverability ranks are questionable, at best, in over 60% of all cases.

Other missing data components include:

  • revenue data – 84%
  • employee data – 82%
  • website domain – 72%
  • industry information – 71%
  • a telephone number – 54%
  • title information – 34%

You know how you feel when it seems that someone calls, emails or snail mails you out of the blue, gets your title wrong, is clearly fumbling to show knowledge of your industry and doesn’t even know your web address?

Imagine how your prospects feel.


B2B organizations are increasing their investments in marketing data, and the pace is only accelerating. But marketers usually don’t need more data – they need better data.

Which would you rather have? One hundred thousand prospects with spotty information, half of which have no telephone number or the wrong telephone number. You don’t even have basic data like industry information or website domains. Or would you rather have 10,000 prospects with the most complete information possible, gleaned from multiple sources?

I think you know the right answer.

So, what do you do about it? How do you avoid the pitfalls of NOT having a marketing data strategy? How do you get together a good marketing data strategy?

Not to worry.

According to the study, 87% of B2B marketers use email to drive sales through the funnel. They may be using multiple channels, such as blogs, case studies, videos, in-person events, and e-books, but these communications strategies all tie back to email. Why? Because email is easy to personalize.

But what would happen if you ditched email as your go-to strategy, or supplemented it with something else? We’ve all got bursting inboxes. Don’t contribute to your prospects’ headaches. So why not communicate with them via advertising?

When automated advertising is based on visitor events, prospects get a more personalized experience. You can deliver a series of personalized advertisements based on objective factors such as demographic information and prospect browsing history. Or you can tell a compelling story to your prospects based upon their browsing history.

Best of all, you can mirror your email campaigns with your advertising campaign. Integrate form submissions with job titles and industry information as filled in by your prospects. Remember all that missing data? Your prospects know what’s missing, and they are adding that information to online forms all the time. Integrate that information and fill in the blanks.

How do you feel when you’re called by a trusted colleague or friend, who knows you by name and is familiar with your work, your title, your industry, and your web address?

Imagine how your prospects feel.

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