Last Updated on: May 30th, 2020
Invalid, incomplete, duplicate, untargeted, unstandardized, and non-compliant leads fail to create a scalable and effective sales pipeline. Cleansing and standardizing lead data improves marketing-driven revenue and gives a full-funnel view of performance.
Sales leads are the lifeblood of any marketing campaign. To ensure that this data generates the defined campaign objectives, it is imperative that it be accurate, complete and easily accessible. Sales and marketing departments lose approximately 550 hours and as much as $32,000 per sales rep from using bad data. So it is critical that leads be thoroughly scrubbed, cleansed and standardized before being fed into any marketing campaign.
Adverse impact of bad sales leads
Missed targets due to low conversions
Impeded customer satisfaction
Lowered employee morale
High liabilities due to data privacy violations
Reduced reliability of performance metrics
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Bad sales lead data shows up as incorrect or incomplete customer contact details including email IDs, mobile and office contact numbers, duplicate customer profiles, unstructured customer leads, and non-compliant leads. Here are five major types of bad leads:
Incomplete leads require additional data to make them actionable. Missing contact and other information makes it difficult to qualify a lead.
Incomplete leads decrease program ROI, and if not fixed go “cold” or “bad”.
Duplicate leads have overlapping information for the same consumer; due to multiplicity of sources and no single point of entry for records.
No mechanism to de-dupe, replace, correct, delete, organize and validate the data accentuates the problem.
Invalid leads result in improper utilization of budget, database and marketing resources adding to costs and hitting revenue goals.
While you are reading this, in the next hour 59 business addresses will change, 11 companies will change their name, and 41 new businesses will open.
Unstructured or unstandardized leads come from sources like media partners, event organizers, webinars, lead vendors, and list buys. While they may be fine in terms of target audience or valid contact information, they pose standardization and integration issues when routed to CRM.
Lead sources from inbound or offline tactics and third-party lead capturing mechanisms deliver sales leads that are complete and valid. But, such leads often ignore regional regulations such as GDPR and CAN-SPAM. Surpassing government legislations that limit how you acquire, store, use and share personal data can result in crippling penalties.
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46% of marketers with well-planned lead management strategies successfully follow up on more than 75% of leads. With over two decades of experience helping customers increase conversions and scale up sales revenues, HabileData best understands your business and specific marketing needs. We work on a meticulously designed, end-to-end lead cleaning process right from manual data entry of leads, to scrubbing and standardizing lead files.
HabileData delivers 17M+ cleansed & enriched records every year for a leading data aggregator company catering to the hospitality industry across the US. The structured and standardized data helps companies to design effective marketing strategies for higher lead conversion. Our data management teams push millions of records through a meticulous process including:
Ideal Customer Profile (ICP) is the first step towards a clean and accurate database. Clarity about what type of data should exist in the database drives your marketing efforts to generate quality sales leads.
Database quality and marketability depends on your ability to identify, correct or reject dirty leads, before they corrupt its integrity. Ensuring regular update and eliminating bad leads is equally important.
Start and focus on cleanup of existing top-funnel lead data before implementing the preventative efforts. To save your existing data from getting polluted and cleanup efforts getting wasted:
Map your data quality issues with lead sources including website forms, third-party lead generating partners, events and sales representatives. Create rules to restrict who imports the lead data and how.
Now is the time to take care of bad data which has already entered and sitting in your database eating up overall productivity and efficiency. Regular data cleansing process:
Read also:6 Benefits of Outsourcing Data Cleansing
A strong and holistic approach to sales and marketing data cleansing helps you to maintain data hygiene and raises the win ratio of your marketing strategies. After a first mega data cleansing drive; subsequent and regular clean up acts are equally important. This mandates a robust, well documented leads cleansing process in place, managed by data cleansing experts.
Automating your data cleansing tasks right from data entry of leads to standardizing, scrubbing and validating them has proven to give rich dividends. And businesses the world over are fast recognizing the critical need for technology-backed data cleansing processes to boost their sales growth.
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