BEST PRACTICE: How to get good data in your CRM

How easy is it to have good data in your CRM?

• Target more effectively

• Deliver superior leads

• Identify key customer traits

Today it is easy to have good data in your CRM

1. Sort out legacy data

2. Enrich knowledge

3. Use data to get results

Companies with address change in the last week

21,927

Companies into receivership / liquidation / dissolved in past week

7,496

The problem with legacy data…..

Job titles we’ve seen:

• Moved to a new part of the business

• Glorified Consultant

The problem with legacy data…..

Duplicate Data Stale Data

Inaccurate Data

•Original record

Joe Bloggs Limited

•Duplicate record

Joe Bloggs

Gone aways, hard bounces, unanswered calls

How do we keep up?

Today it is easy to have good data in your CRM

Internal Data

External Data

Successful Marketing

How do successful businesses use data to:

Sort out legacy Enrich knowledge Get results

1. Sort out legacy data….

“We wanted to find a scalable solution that would help us manage and segment our data”

“We wanted the data cleansed to remove duplicates by combining records”

“We had a lot of data (50,000 records) – something I am sure we share in common with all our members.”

Internal data

Create a link ….

Common Identifier

Externally managed data

Legacy data: Remove “dead” companies….

Legacy data: Manage new entries….

Legacy data: Check your address…

“You took a problem I had been having for a while and made it go away. The data of 50,000 records, was cleansed within three weeks. We had previously calculated that this process would take us at least six months to achieve manually, so this was of huge benefit.”

Step 1 complete!

2. Enrich Knowledge

“We wanted to segment data into audience types, based on how they had responded in the past.”

“We wanted to be able to run campaigns aimed at bringing back people that had previously unsubscribed”

Enrich Knowledge: Connect to valuable sales data…

• Financial profiles

• Activity descriptions

• Contacts

Enrich Knowledge: Overviews & financial Profiles

Enrich Knowledge: Relevant contacts

Enrich Knowledge: Group opportunities?

Enrich Knowledge: What does my ideal client look like?

Enrich Knowledge: Plan campaigns

Step 2 complete! “We are really going to town on our segmentation… We can dive down to the smallest detail to help us create target lists, which is what we’re doing now.”

“Alongside this we are creating much more concise, targeted campaigns which should deliver much better results”

3. Get results

“We wanted to break down campaigns to ensure we are targeting the right people with the most relevant message.”

Get Results: Deliver quality leads

Leads are appropriate…

Timing is right

Get Results: Filter by financial health

Get Results: Monitor for sales triggers

Get Results: Lead management…

• Prioritise

• Allocate efficiently

In summary…. Step 1: Sort out legacy data

In summary…. Step 2: Enrich Knowledge

In summary…. Step 3: Get results

“We can’t believe it was so easy to get where we needed to be.”

“Campaigns are smaller and therefore cost less, which in turn means we can do more with the same budget.”

Today it is easy to have good data in your CRM