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B2B database solves an important business problem. It provides the shortest route map to reach prospects. However, the data still needs to be optimized for best results. With some minor tweaks, enterprises can create wildly successful marketing campaigns. Several b2b data provider claim to have the best data, but it is essential to understand where these vendors get their data and what makes it better than the rest.
Multiple data types promise access to undiscovered demand that can drive a higher value of qualified opportunities through the pipeline. So, it’s easy to gauge why modern enterprises are infusing it into their go-to-market strategies. But despite the rising demand, many B2B organizations implementing data in their processes remain unsure of how to adjust it or optimize it effectively for achieving better results faster.
Let’s unravel some of the best practices that can help organizations make the most out of their B2B database provider:
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Understanding what information is contained in the database
The first step to successfully deploying data comes before companies select it and certainly well before introducing it in their processes and teams. To truly gauge the insights any particular source can provide, companies must understand the context and interactions it comes from. The most actionable data helps businesses see the real people involved and precisely explains what their actions have been. Other data sources may not be able to show the context, the identifiable personas involved, or the specifics of their behaviour. Many sources provide only a hint of customer behaviour at the account level.
Here are some critical questions that companies can ask to assess the B2B data providers better and make the most out of their data services:
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Ensuring that there are no gaps and the B2B provides a complete picture
Companies need to evaluate how in-depth the B2B data providers go when they compile their data. The more in-depth and comprehensive data profiling & validation they do, the more accurate information users get to target new prospects. Some B2B data providers provide segmented information in terms of technographic, firmographic, financial information, and even purchase intent. If a marketer believes that certain information can make a difference in the strategy, then they must ask for that particular information.
Furthermore, companies need to set up automated data validation, data cleansing, and data maintenance processes. They need to continuously upgrade, update, and clean the data as part of the larger marketing process. Automated data management processes enables businesses to keep their database updated and relevant for maximum demand generation productivity.
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Leveraging a robust technology stack that can handle fast-changing behavioural data
Because several of the B2B data types are still new, many of the technology stacks and their associated processes are not adequate to leverage the new data well. If businesses proceed blindly, old marketing & sales stacks can create unpredictable challenges resulting in disappointing initial outcomes. Data is an ever-evolving component, and organizations need a composite tech platform that can keep data safe, analyze it effectively, and deliver actionable business intelligence.
Organizations that have just started with data must work the objectives from both ends of their go-to-market value chain or funnel. This means getting both marketing & sales teams directly using the data. Having sales representatives get a complete view of the customer database can help them see and engage proactively with active leads and design a nurturing tactic for slow-moving prospects. Sales can progress faster- i.e., they can start getting appointments even though the marketing nurture is yet to deliver MQLs.
Conclusion
B2B corporate database is one of the most useful business assets. With the help of accurate data, priceless opportunities can crop up in unexpected places with unexpected people. Customer data can provide organizations a competitive advantage when sourced wisely with the best database providers and used effectively.
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