Subscribe to receive news, white papers and case studies
If you didn’t clean-up your CRM database of old and out-of-date leads after the GDPR changes in May 2018 – shame on you! Aside from the threat of GDPR bad practise looming over us like the Dementors in Harry Potter (or was that just the scores of “specialists” and “security consultants” that cropped up to charge a fortune to ensure compliance?), have you considered that you might be paying to store dead leads?
First up, why you should care if your data is out-of-date and how can you leverage what you learn from your existing contact base to make new sales and expand your network.
According to one study in the USA, poor data quality costs American businesses up to 600 billion dollars every year. Paying your staff to pursue dead leads, and pouring money into resources and marketing spend when your data is inaccurate, is an expensive mistake.
It is easy to focus on CRM cleansing as just a cull of your dead leads but that is not the case. Maintaining your CRM’s health is not just about fighting against data-decay, it is about the recovery process. When we perform cleansing services for our clients, the most valuable part of what we do is the data discovery element – replacing the old with the new.
Replacing a contact in a business you have worked with before opens lines of communication. How are they currently doing? Do they have any new projects? Could your services be of any use to what they are hoping to achieve in the future? If they were happy with the work you have done then there is every chance they will be open to looking to you for future solutions – if you keep in contact that is. And in order to do that, you need relevant and up to date contact details.
Chase up where your previous point of contact has moved on to. Could their new business require your services? How could you help? Moving over to a new company means a lot of change for your contact, and if your business is one they trust then they may choose your services because you are familiar and they have proven results. Keeping in contact and following up is key to ensure an in on new opportunities.
A trigger event is anything that could create a marketing or sales opportunity. Who has replaced your previous contact? Promotion is a key trigger event as employees that have just been bumped up the ranks want to leave their mark and implement positive change. Being first to reach out with a strategy based on a recent trigger event will bring you closer to winning the sale.
BDP offers CRM cleansing and data discovery services to B2B companies of all sizes, all over the world. We guarantee complete confidentiality and security – any data we process will not be stored on a centralised database and will not be sold on. We remove leads you no longer need and replace them with active contacts with accurate contact details.
Contact us to setup a call with one of our team so we can discuss how we can help you get the most from your data.