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The importance of an up-to-date marketing database

I have worked with many small to medium software businesses over the last twenty years, helping them run successful marketing campaigns and grow their sales and profits. In our industry, a large proportion of marketing campaigns are carried out online through emails. There is one fundamental factor that can determine the success of any B2B campaign even before a single email has been sent out – and we’re not talking about the content or the title, we’re talking about the quality of a company’s marketing database. 

Inaccurate marketing databases result in wasted time, effort, budget and most importantly, lost business opportunities. They say ‘bad data’ is worse than no data at all.  

For a small software business, being able to generate leads through effective marketing campaigns is essential. It is so disheartening when you send your database of contacts a marketing email, only to see that a large proportion of those emails have been suppressed usually because of the following reasons –

  • the contact is duplicated
  • the first/last name is missing
  • the email address has permanent errors
  • the email address you have is a generic address such as sales@ or info@ which more often than not sees your email head straight for the spam folder.  

With the spring fast approaching, I would encourage all small software businesses to review their database whether it’s on a CRM system or simply in Excel and spend some valuable hours cleansing your data.  

Accurate data will ultimately result in more leads; increased leads will result in more sales.  

As a specialist Sales and Marketing Consultancy with over 30 years experience in the IT industry we help smaller software businesses run successful sales and marketing campaigns to achieve significant growth. In short to win more customers. Contact us for more information about the services we offer or visit our website.

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