5 critical ways a B2B data partner can help sales & marketing teams – Gurupandian
Gurupandian leads product and growth at Ampliz. He comes with over a decade of experience working in the data industry, and leading global product and marketing teams focused on growth and revenue. He shares his nuggets of knowledge and expertise on how sales and marketing teams can benefit from having a great b2b data partner.
What do sales and marketing teams need?
All marketers and sales folks focus on speedy growth in customers and revenue. Growth is dependent on a lot of engines or gears that run the growth engine. Faster the gears rotate quicker the growth. For gear to turn faster, the fuel is data.
The B2B data can come from the website forms event registrations, Demo signups, collateral downloads, social media, and many others. The data derived from the above channels aren’t enough to put the finger on any of them and say that this is my prospect that will convert. You need much additional information to go along with it to complete the picture of who is the right lead. Accurate contextual data helps in a good Lead Qualification process.
How can a B2B data partner help?
Filling the missing data in leads is where most marketing and salespeople spend their productive time. This lost time can never be taken back and utilized on more productive work. Lead qualification and their priority rely on some vital data fields.
When it comes to running great campaigns, it again depends on the quality and depth of data that you have accumulated. Your marketing database is the result of your years of toil. Nothing hurts the business more than an outdated database. It cripples with rising opportunity cost and complexity of acquiring the updated information every day.
Data cleaning and validation is a cyclic process. With more and more people switching jobs rampantly, it becomes an important and equally difficult task. 30% of the data goes inferior every time you acquire it.
Customers are engaging with multiple parties and are exposed to the flood of messages every day. It has led to a shorter attention span and challenge for the marketer to find innovative ways to hold that attention. Marketers today to catch the attention are prioritizing leads on the go and hyper personalizing the campaigns like the latest hiring, tech stack changes, and many others.
Choosing the right data partner
The capabilities that you should focus on getting the right B2B data partner are:
- Global Scale: Find their spread. Keep in mind that the partner you are looking at in not spread too far and too thin. There should be a right balance between the range and the depth of data you need.
- Data Standards: Check the kind of data standards the company follows, like how quickly they refresh their data, do they respect geographic restrictions or laws while acquiring data, and many others.
- Custom Project handling capabilities: Keep an eye out for custom data capabilities. Just having a list of emails and names is not enough anymore. Seek out what all can your partner customize for you so that you get a list of contacts that works for you.