Making Marketing Data a Performance-Grade, Renewable Resource

by | Dec 1, 2017 | Blog

Recently, we explained why data is the new oil powering today’s B2B sales and marketing machines. In this post, we’ll discuss why refining that precious resource is so challenging, and why you shouldn’t build your marketing plans and processes around static data.

Bad data in, bad data out

When DealSignal initially started, we were building predictive models and deal scoring algorithms for sales teams. We relied on third-party data. We trusted it. We relied on it. And over a series of 10 pilot projects, we were sorely disappointed. We found outdated, inaccurate, and incomplete data from well-known data vendors that created a poor foundation for accurate predictive models. It led customers to question the predictive recommendations and created mistrust around using the data for customer engagement.

In the end, bad data from known platforms forced us to build our own systems to re-verify and revise data, and eventually become a data refinery, at-scale, for company and contact data. We realized that we had built a better mousetrap, so we continued on that path to where we are today: an on-demand B2B audience data platform that enables marketers to build reusable fine-grained personas and account segments/lists, launch on-demand processes for total audience measurement; contact, account, and lead discovery; contact, account, and lead enrichment, and then sync/update their CRMs with impeccably manicured data.

After just three months, the average 10,000 record CRM or marketing automation system will include 757 obsolete contacts, 252 invalid emails, and 628 dead phone numbers.

Why is audience data systemically bad?

Here’s the problem: the established B2B data vendors are the oil industry and they believe that stockpiling large amounts of data makes them the best providerthey’re all about the number of barrels. But, data decays at an alarming rate and the big vendors face the challenge of trying to refresh vast reams of data annually, or at very, best semi-annually, with only a few rare companies performing quarterly updates.  

Research has found that after just three months, the average 10,000 record CRM or marketing automation system will include 757 obsolete contacts, 252 invalid emails, and 628 dead phone numbers. Furthermore, it’s difficult to refine massive stores of data across all vectors, as that becomes very costly to aggregate. That’s why the best data comes from renewable, on-demand energy sources, not Big Oil.

Marketing data decay rates

A new, on-demand model for premium-grade refined, renewable data

Since static data at rest quickly becomes dated, you cannot trust it and you should certainly not rely on it to define or optimize your vital marketing or sales programs. It must be renewed and refined at run time.

We believe in dynamically refreshing and re-verifying data on-demand, when it needs to become active and put into a marketing or sales process—and we’ve uniquely designed the DealSignal platform to do just that. In order to keep our data 100% fresh & accurate:

  • We leverage the best specialized sources + perform multi-source verification on demand + employ human researchers to achieve (near) perfection and the industry’s highest match rates
  • We intake feedback on any rogue data and use it to optimize + improve our systems and processes (+ you won’t pay for it)
  • We’re transparent about data match quality (i.e., have emails been verified or are they just pattern matches) + provide relevance scores on delivered contacts
  • We provide a 100% guarantee
DealSignal lead discovery and data enrichment processes

Our mission: create the world’s most refined, renewable audience data for ABM, and beyond

If data is the new oil, our mission is the become the refiner of choice for smart B2B demand generation and sales professionals who want to target their programs more effectively, improve their conversion rates, and drive more revenue—to provide the refined data to power your marketing and sales engines.

Think about giving your revenue-generating teams an advantage by powering all your data-driven systems—intent marketing, sales outreach, social media advertising, ABM, and predictive—with the highest quality fuel, without wasting any time researching.

You already have martech and salestech tools that you know and love and we can integrate with them, so you can use the freshest, cleanest available data to engage with your prospects and customers more effectively. We’ll plug into your CRM and marketing automation system to rejuvenate your data, on-demand so your marketing and sales teams will always have up-to-date, accurate phone numbers, emails, and other contact info, complete account firmographic details, and other useful data to inform your segmentations, automations, and campaigns. Think about giving your revenue-generating teams an advantage by powering all your data-driven systems—intent marketing, sales outreach, social media advertising, ABM, and predictive—with the highest quality fuel, without wasting any time researching.

Want to see what DealSignal can do for you? Contact us for a free total audience measurement (TAM) for ABM or a sample list.

Rob Weedn is Founder & CEO of DealSignal. Having worked in B2B marketing and sales for many years, Rob is passionate about helping revenue generating teams meet their goals by providing them with the immaculate contact and account data they need to target, engage, and convert prospects effectively. Follow Rob on Twitter @robweedn.