If you're finding it difficult to keep your data clean, accurate, and complete, you're likely stuck in the Data Drought. But don't worry—getting out is possible! By following a few simple steps, you can break free and turn your data into a powerful asset that drives results. Let’s explore the steps in our roadmap that will help you avoid the Data Drought and build a smarter, more effective marketing strategy.
The first move in escaping the Data Drought is conducting a comprehensive data audit. This process helps identify gaps and errors in your data, making sure you’re working with the most accurate and complete information possible. Here’s what to focus on during your audit:
By auditing your data regularly, you’ll catch inconsistencies before they cause problems. Partnering with a data expert can also help you establish an efficient data hygiene process, making future audits easier. Make sure not to skip this crucial first step to avoid the Data Drought.
Once your internal data is cleaned up, it’s time to enhance it with external insights. This is where intent data comes into play. An intent data provider offers valuable information about which accounts are actively in-market for solutions like yours. They analyze online behavior to reveal what your prospects are interested in, allowing you to focus on leads that are most likely to convert. Partnering with the right provider can:
Choosing the right provider is crucial, so do your research and check out third-party comparisons to ensure you’re selecting a partner that aligns with your goals. Look for providers who also offer full-funnel marketing solutions to maximize the impact of the data you collect.
Gone are the days of relying on individual decision-makers—today’s B2B purchases involve entire buying groups. These groups consist of multiple stakeholders with different roles, all of whom influence the purchase decision. To adapt to this reality, implement buying group scoring into your lead scoring methodology. This allows you to:
By scoring and tracking the engagement of your buying groups, you’ll improve your ability to nurture and convert high-value accounts.
The line between B2B and B2C buying behavior is blurring. More than ever, B2B buyers are acting like consumers, conducting extensive online research before ever engaging with a sales rep. This shift—known as consumerization—is reshaping the way we approach B2B marketing. To keep up with this change, explore B2C tactics in your B2B strategy:
Consider working with a managed services provider to help craft and execute these integrated campaigns effectively. Their expertise can give your strategy a boost, ensuring that you’re reaching your audience at the right time with the right message.
Once you’ve checked off these steps, you’ll not only have escaped the Data Drought, but you’ll be on your way to becoming a Data Master. Data Master are confident that they’re using the right data to build and convert their audiences—and they can prove it with measurable results.
Research shows that only 27% of marketers fall into this elite category, but those who do consistently outperform their peers. As a Data Master, you’ll have the tools to drive smarter, more efficient marketing, proving the value of your efforts in your pipeline and results. By following these five steps, you’ll transform your data from a liability into one of your greatest marketing assets. Don't overlook these essential steps to avoid the Data Drought. Start with a data audit, partner with the right intent data provider, implement buying group scoring, and embrace B2C tactics in your strategy. Before long, you’ll not only escape the Data Drought, but you’ll also be leading your team to new heights as a Data Master. With Net60 Inc. by your side, you’ll have the expertise and tools to ensure your data-driven strategies deliver measurable results and drive success.
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Net60 Inc. is a leading list brokerage and list management company specializing in optimizing direct mail campaigns for companies across various sectors. Known for its exceptional service and innovative approach, Net60 Inc. enhances direct marketing efforts, enabling businesses to expand their client base more effectively. Our dynamic, experienced, and determined team collaborates closely to bring shared goals to fruition while excelling in their individual roles and client service.