Less Effective Segmentation
Posted: Mon Dec 23, 2024 7:45 am
Personalization is the backbone of modern digital marketing. The more data your company can collect and reliably use, the more specific your marketing teams can be in their marketing messaging.
If you can’t trust your data, you might not be able to perform deep segmentation. For instance, attempting to target “CEOs of roofing companies in Calgary, Canada, with at least an estimated $5 million+ in revenue” would be difficult if you couldn't rely on your data. Instead, you might have to launch a campaign for “roofers in Canada.” Your messaging will be less personalized, killing your conversion rates.
Your ability to segment your customers is a significant factor usa international telephone code in the amount of revenue you can pull from your customer database.
6. Missed Opportunities
When you split your customer context between multiple records, it’s impossible to capitalize on the opportunities in front of you. You may miss delivering that critical piece of content at the perfect moment because you sent it to a contact’s personal email address instead of their business email.
More broadly, duplicate data will cause missed opportunities simply because a business doesn’t understand exactly where it stands due to skewed data.
For instance, let’s say that you wanted to understand more about the CEOs that you have in your CRM and improve how you communicate with them. You might start by creating a report about how many CEOs you have in your database. Then, you might want to filter and segment those records in different ways. Where are they located? What industries do they work in? What kinds of messages do they respond to?
But if you have duplicates, all of those reports would be inaccurate. And the level of inaccuracy is dependent upon the size of your duplicate data problem. The more duplicates, the more inaccurate your reports will be and the more affected your decision-making process is. At that level, duplicate data can mean failing to identify and capitalize on opportunities across your organization.
7. Sales Team Inefficiencies
Duplicate data is downright annoying for your sales reps.
They, above all other job titles, need a single source of truth to speak effectively to prospects. Having that context split up between multiple records means they must search for duplicates for every prospect they engage with. This slows them down and makes them more likely to miss critical information.
Because sales rep earnings are often tied to commissions, this is a problem.
If you have duplicate data issues, they’ll contact fewer prospects per day and spend more time digging through the CRM for context. They’ll be less effective in the conversations that they do have. And, ultimately, they’ll earn less money. You may have two different sales reps reaching out to the same prospects, sending mixed messages and tanking both of their chances of closing a deal.
Additionally, automated lead routing systems may send the same prospect into the pipeline multiple times, creating confusing situations for the sales reps, customers, and a bad experience for everyone involved.
This is incredibly frustrating and makes it very difficult to retain good sales reps. The best salespeople will go where they love their work and can maximize their earnings. That will never be a company that doesn’t have its customer data in working order.
If you can’t trust your data, you might not be able to perform deep segmentation. For instance, attempting to target “CEOs of roofing companies in Calgary, Canada, with at least an estimated $5 million+ in revenue” would be difficult if you couldn't rely on your data. Instead, you might have to launch a campaign for “roofers in Canada.” Your messaging will be less personalized, killing your conversion rates.
Your ability to segment your customers is a significant factor usa international telephone code in the amount of revenue you can pull from your customer database.
6. Missed Opportunities
When you split your customer context between multiple records, it’s impossible to capitalize on the opportunities in front of you. You may miss delivering that critical piece of content at the perfect moment because you sent it to a contact’s personal email address instead of their business email.
More broadly, duplicate data will cause missed opportunities simply because a business doesn’t understand exactly where it stands due to skewed data.
For instance, let’s say that you wanted to understand more about the CEOs that you have in your CRM and improve how you communicate with them. You might start by creating a report about how many CEOs you have in your database. Then, you might want to filter and segment those records in different ways. Where are they located? What industries do they work in? What kinds of messages do they respond to?
But if you have duplicates, all of those reports would be inaccurate. And the level of inaccuracy is dependent upon the size of your duplicate data problem. The more duplicates, the more inaccurate your reports will be and the more affected your decision-making process is. At that level, duplicate data can mean failing to identify and capitalize on opportunities across your organization.
7. Sales Team Inefficiencies
Duplicate data is downright annoying for your sales reps.
They, above all other job titles, need a single source of truth to speak effectively to prospects. Having that context split up between multiple records means they must search for duplicates for every prospect they engage with. This slows them down and makes them more likely to miss critical information.
Because sales rep earnings are often tied to commissions, this is a problem.
If you have duplicate data issues, they’ll contact fewer prospects per day and spend more time digging through the CRM for context. They’ll be less effective in the conversations that they do have. And, ultimately, they’ll earn less money. You may have two different sales reps reaching out to the same prospects, sending mixed messages and tanking both of their chances of closing a deal.
Additionally, automated lead routing systems may send the same prospect into the pipeline multiple times, creating confusing situations for the sales reps, customers, and a bad experience for everyone involved.
This is incredibly frustrating and makes it very difficult to retain good sales reps. The best salespeople will go where they love their work and can maximize their earnings. That will never be a company that doesn’t have its customer data in working order.