Database Operation for Lead Generation campaigns.

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One of the most important weapons that a marketing department has is a good database of clients or potential clients, through which to direct its marketing campaigns, whether E-Mailing, Direct-Mail or Tele-Marketing. It is essential to have an updated database , in which it is possible to carry out efficient segmentation to effectively direct all those marketing communications whose objective is to increase our sales pipeline , followers, target audience, etc.

Criteria are often established and studies are carried out to analyse the reliability of databases. These undergo a high number of changes due to the current market situation and deteriorate by up to 3% every hour, making them less effective and full of errors, which leads to the failure of any marketing-led campaign.

Department rotations, sick leave, EREs, bankruptcy proceedings, closures or outsourcing of services are the main reasons for increases in the bounce rate, non-openings and ultimately the failure of many mailing campaigns.

It is necessary to carry out a series of periodic actions to guarantee the integrity and consistency of the data of the people to whom we want to direct our campaigns. If we do not do so, we put at risk:

The performance of the organization.

The ROI of marketing business.

Lead management policies.

Company information and contact details.

Ability to reach decision-makers on time.

The ability to deliver information.

The quality and qualification of the Lead.

These impacts have repercussions throughout the organization, but above all they affect marketing and Lead Generation policies , which are the key to maintaining business, sales pipeline and generating new prospects or future clients. There are plenty of reasons to implement policies or actions for data purification , maintenance, refreshment and validation .

First of all, you just have to start by deduplicating fields and companies, either b coo email address lists ecause you have several contacts, have changed names or because of typing errors, and from there, start mailing and telemarketing actions to corroborate the veracity of the data.

Another common practice is to take advantage of data policy mailings to remove from the database all those people who do not wish to be included in our communications list or who do not give us permission to send them commercial communications.



When can we do this?

During each campaign we must eliminate or modify those that are identified as bounced and unsubscribed and then try to identify the correct contacts through other types of actions, generally by calling the company and requesting permission to establish contact with the corresponding decision-makers or informing us of the steps to follow to find them, this is what we call Data Profiling .

A good time to inquire about the status of an organization and its contacts is usually during vacation periods, since, indirectly, they provide us with valid contact information through email, as well as information about other members of the department through automatic response emails. It is also when organizations restructure and make changes in their department, assign new managers and decide on the steps to take from now on. They tend to be more receptive to talking about these changes, projects, new managers and needs because the workload at the organizational level tends to decrease. Obviously, this does not happen in all companies, but it does in a high percentage.

For this reason, we encourage you to take action on your Data Base and prepare to be successful with your campaigns after returning from vacation, achieving the set objectives in the second half of 2013 and carrying out excellent Lead Generation campaigns .