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VTH E FIVE PILLAR S OF A SOLID
D ATA QU ALITY FOU N D ATION
MAKE OR
BREAK
With increasing goals and static budgets,
there is a mandate for B2B marketers to get
the most out of each a...
THE JOURNEY
The objective of this guide is to provide
B2B marketers with actionable steps and
best practices as it pertain...
KN OW YOU R BU YER
Programs should be targeted directly at the people who are most
likely to buy from you. The best way to...
DIG INTO
any behavioral trends you can see in your response data. You will often be able to
group your contacts into influ...
SC R U B YOU R D ATABASE
SiriusDecisions has determined that the average
amount of usable records in a database is 75%, wi...
SETUP FOR
SUCCESS
Remove or append information to incomplete records. Get
rid of records that have bounced or unsubscribed...
B U I L D F R O M Q U A L I T Y S O U R C E S
III
When you're actively cleaning out bad data, you
may find yourself with l...
E N S U R E A N D
M A I N TA I N
If you plan to purchase data, check
that your vendor has a dedicated
process to ensure an...
KEEP IT C
Okay, so everyone knows that data is
never 100% perfect. But, by looking at
all the ways your company obtains
ma...
For example, if you are gathering information
from registration forms on your website,
consider employing progressive prof...
R I N S E A N D
R E P E AT
V
You may have started out with a clean
database and apply best practices for
bringing in new d...
nsure you have a way to keep track of the state of
your data on an ongoing basis. One method is to
remove hard bounces fro...
Much of this type of activity requires
significant manual effort, so you may
want to take a more scheduled approach
for cl...
NEXT STEPS
By supplying your teams and technologies with the
right data for every step of the buyer’s journey, you
can gro...
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The Five Pillars of a Solid Data Quality Foundation

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With increasing goals and static budgets, there is a mandate for B2B marketers to get the most out of every program they fund. Learn why clean, complete, and actionable data is the key to success and how you can implement a solid data management strategy.

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The Five Pillars of a Solid Data Quality Foundation

  1. 1. VTH E FIVE PILLAR S OF A SOLID D ATA QU ALITY FOU N D ATION
  2. 2. MAKE OR BREAK With increasing goals and static budgets, there is a mandate for B2B marketers to get the most out of each and every program they fund. The key to success? Clean, complete, and actionable data.
  3. 3. THE JOURNEY The objective of this guide is to provide B2B marketers with actionable steps and best practices as it pertains to data stewardship. Use it to consider new tactics and compare what you've tried in the past. WhatYou’llLearn
  4. 4. KN OW YOU R BU YER Programs should be targeted directly at the people who are most likely to buy from you. The best way to obtain this information is to look at past purchase data for trends. Try to identify demographic and firmographic criteria like titles, industries, locations, and company size that buy most frequently. Isolate those who tend to make large verses small purchases and are repeat buyers. Then, compare them to the contacts you have in your marketing database and prioritize those contacts. I
  5. 5. DIG INTO any behavioral trends you can see in your response data. You will often be able to group your contacts into influencers or buyers. Study how each group typically responds and at what stage of the buying cycle. Lastly, ensure that your database has enough of each of these profiles in it to help meet your goals. Develop targeted outreach programs with messaging specific to the needs of each audience to ensure maximum success of your programs. K N O W Y O U R B U Y E R
  6. 6. SC R U B YOU R D ATABASE SiriusDecisions has determined that the average amount of usable records in a database is 75%, with 90% considered best-in-class. For those looking to improve their database, the best place to begin is by conducting a thorough cleansing. Remove records that aren't your target buyer or don't influence a sale. Normalize your data in terms of formatting of fields such as phone, title, etc. II
  7. 7. SETUP FOR SUCCESS Remove or append information to incomplete records. Get rid of records that have bounced or unsubscribed. None of this is easy, and can be time consuming, but starting with the cleanest list possible will make your life a lot easier, and will set your campaigns up for success. S C R U B Y O U R D A T A B A S E I
  8. 8. B U I L D F R O M Q U A L I T Y S O U R C E S III When you're actively cleaning out bad data, you may find yourself with less target contacts than you'd like in your database. Hitting your goals is a numbers game. Use a marketing funnel or calculator to determine just how many leads you'll need to hit your goals.
  9. 9. E N S U R E A N D M A I N TA I N If you plan to purchase data, check that your vendor has a dedicated process to ensure and maintain quality. Validated data may cost a little more, but it pays off in the end. The vendor should be able to tell you how good the data is that you're purchasing and you should be offered a guarantee. B U I L D F R O M Q U A L I T Y S O U R C E S
  10. 10. KEEP IT C Okay, so everyone knows that data is never 100% perfect. But, by looking at all the ways your company obtains marketing data, you may be able to mitigate potential quality issues. IV K E E P I T C L E AN
  11. 11. For example, if you are gathering information from registration forms on your website, consider employing progressive profiling. This is a proven methodology for creating a better browsing experience by getting them to engage in multiple offers while allowing you to gather bits of information over time. Plus, by keeping the number of fields per form low, you will not only increase conversion rates, but you will also decrease people's natural tendency to fudge the answers. PROVEN METHODOLOGY KEEP IT CLEAN
  12. 12. R I N S E A N D R E P E AT V You may have started out with a clean database and apply best practices for bringing in new data, but it won't stay that way for long without continuous hygiene practices. In fact, studies show that data decays at a rate of 2% per month or more.
  13. 13. nsure you have a way to keep track of the state of your data on an ongoing basis. One method is to remove hard bounces from your database as they occur. Sometimes, auto-reply emails will provide contact information for the new prospect, as well as their company. Take advantage of the windfall by providing a welcome message to introduce prospects to your company and encourage them to opt-in. E RinseandRepeat
  14. 14. Much of this type of activity requires significant manual effort, so you may want to take a more scheduled approach for cleaning your database or consider a solution that can help automate the process. Scrubbing your data against third-party sources can remove the personnel cost of doing this internally, provide improved campaign performance, and help keep your overall email deliverability rating high as it reduces hard bounces. R I N S E A N D R E P E A T
  15. 15. NEXT STEPS By supplying your teams and technologies with the right data for every step of the buyer’s journey, you can grow relationships at a speed and scale never before possible. Dun & Bradstreet’s sales and marketing solutions deliver a unified view of your customers, deep insight into their needs, and seamless integration with partners to make the most of every interaction. Visit dnb.com to learn how we can help. ABOUT DUN & BRADSTREET Dun & Bradstreet (NYSE: DNB) grows the most valuable relationships in business. By uncovering truth and meaning from data, we connect customers with the prospects, suppliers, clients and partners that matter most, and have since 1841. Nearly ninety percent of the Fortune 500, and companies of every size around the world, rely on our data, insights and analytics. For more about Dun & Bradstreet, visit DNB.com. © Dun & Bradstreet, Inc. 2017. All rights reserved. (DB-210679 6/17) dnb.com

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