Account-based marketing (ABM) has launched itself into a place of greater importance within our overall sales strategies. We understand its significance in having the ability to not only identify new opportunities, but to act on those opportunities as quickly as possible.
The unique dynamic that ABM gives marketers is the ability to personalize their approach to potential clients, and quickly hone in on accounts that are more likely to positively affect the bottom line. This approach benefits not only revenue but ensures that your sales team is spending their time in the right place.
Depending on how long you’ve been using ABM, your data can start to get a bit messy. Messy data means things like poor personalization, the inability to properly analyze and segment, and wasted time. Not to mention spending money on data storage fees for bad data. Luckily, there are several things you can do to clean it up. Let’s take a look.
Do a Hard Purge
We’ll start with the most obvious – purge bad data. Delete any contacts that are hard bounces or are no longer there. You should also do an assessment of those accounts that need to be looked at again. While they may have been qualified initially they may no longer meet your original criteria. Don’t be afraid to delete a bad fit. If you’re afraid to delete them permanently, export the data out of your marketing automation platform and save it somewhere else in your customer relationship management (CRM) software.
Be Clear About How You’re Using ABM
Before you get too far down the path with ABM, it’s important to make sure that you have a clear, overall goal. This might be increased revenue, greater usage expansion, or decreased time to close. If you’ve already been at ABM a short while, assess that goal to see if it’s changed since its inception. Revisiting your goals ensures that you’re keeping the program a high priority, including the data input you’re working with. It’ll also ensure that you are collecting the right data to obtain that goal eventually.
To get organized, start by establishing clear processes, and stick with them. Organize assets with folders, tags or naming conventions. Delete anything like report lists and workflows that are no longer in use. Create redirects to landing pages or PDF files that may be deleted so that users don’t get a 404 error. Repurpose older content to be used free in things such as blog posts or within podcast segments. If available to you, consider performing a content audit.
Identify Data Gaps
Another area that can easily be cleaned up is in identifying data gaps. This may seem obvious, but it’s likely a process issue that can be rectified fairly simply. Look at the percentage of records that are completed against the crucial data fields you need, such as revenue, employee count, job function and the like. This information is what helps you successfully personalize emails and segment your database. Monitor the percentage of your records that are completed against necessary criteria to make sure that your data health continually improves. If your CRM doesn’t give full insight into your most important data fields, consider switching to a software that allows for customized data storage and tagging–click here for recommendations.
Keep it Front of Mind
At times you can run the risk of ABM not staying front of mind with your sales team, especially as new accounts are brought on and your staffing changes. The team may need a refresher on the program and why it’s so important. Keeping it front of mind also keeps the data clean. Try running a re-engagement campaign to identify non-responsive contacts and create lists of those most frequently emailed.
Assess Your Resources
There are times when a lack of resources means that it’s tough to maintain data integrity, for the simple reason that it’s not someone’s job or it’s difficult to make it a priority. Do you have the resources you need to move your ABM program out of pilot mode? If not, create a budget and propose a business case to support investing in more resources, using examples from the success you’ve experienced from the returns your ABM has already delivered.
As with most initiatives, have some parameters around how you’re going to define its success. Check in periodically to see how your results are delivering against the goals you’ve set out to achieve. Part of the success of your ABM program should include keeping your data clean.
There are many reasons things begin to get messy. Not only do you start to see a whole lot of content, landing pages, and lists, but you also have thousands of contacts. Couple this with several different workflows, multiple users, and changing internal processes and it’s no wonder your data needs cleaning.
By purging bad data, getting organized, and establishing firm processes, as well as defining how the success of your ABM program should look and keeping it front of mind, you’ll be well on your way to maintaining clean data.
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