Telemarketing is one of the most important parts of a business.
Without telemarketing businesses cannot bring in customers and sales, this is why businesses need to be careful when running a telemarketing campaign because if something goes wrong it can cost the business thousands of pounds. Telemarketing campaigns are important to find new sales opportunities for businesses.
One of the biggest problems to a telemarketing campaign is ‘bad data’. Some people and businesses believe there is no such thing as bad data; however, this isn’t true bad data exists and has been on the rise in recent years.
So, what is bad data?
Bad data is:
· Duplicated data. This is data that has been accidently written into your data base more than once.
· Missing data. This is data that is missing key information such as phone numbers, names and emails.
· Inaccurate data. This is data that has issues such as typos for important information also not being accurate with your customers and market.
· Incorrect data this is data that is not accurate at all for example fake names, phone numbers and emails.
· Outdated data. This data has not been updated recently meaning that people could have moved departments or left the business altogether.
Bad data can fall differently compared to where you are, if you are conducting the telemarketing campaign then you need to be keeping your contacts up to date this includes bad data such as duplicated, missing, incorrect and outdated data this is all about the customer contacts that they keep theses need to be cleaned out regularly; this involves contacting customers to keep track of information such as phone numbers, email and other important information about the client. Whereas the second type of bad data is data that is communicated between businesses and the marketing team this form of bad data includes not being accurate enough on the market that you work in and the main trends that you see in your sales. Both of these forms of bad data greatly affect businesses and lead generation and lead-to-sale conversion rates.
Bad data is a killer for a telemarketing campaign as it can mean the difference between a successful campaign and an unsuccessful campaign. If the people of business conducting your telemarketing campaign are not given the correct information, it can make finding and generating leads a lot harder for the marketing team. This will in turn result in lots of wasted time on your sales and marketing departments costing you money and time to fix the issues with the data. These issues cost businesses on average tens of thousands to hundreds of thousands per business this is all over a few mistakes and lack of information provided. This shows how critical it is to get data and information right is to your marketing campaign.
Bad data is never accurate; you need to be as accurate as you can to be more and more successful. It is like a game of darts the more precise you are with your clients the higher you will score this is because not every client is the same there are some clients who are better suited for different products. So being accurate with who you sell to can mean a lot more success.
For example: if you owned a business selling interactive white boards, you could sell those white boards to schools. Now which schools do you sell more to primary, secondary or colleges? Now where do people buy more in built up areas or in the countryside? as you can see the more accurate you are with your data the better if I asked you the same questions and you said “well all of them really” it does not help marketing at all this is an example of giving bad data. The more data you give the better the data becomes and the better the leads will be.
Effect of bad data
Bad data can mean that you aren’t generating enough leads or that your lead-to-customer conversion rate is low. This is a big problem for all businesses as it causes loss of sales opportunities, lower ROI, loss of lead generations and loss of customer relationship. The damage caused by bad data to one business alone can be in the tens of thousands and in some cases, it can be hundreds of thousands this is massive for a business to dish out every year all over bad data.
The overall effect of bad data is that you will lose time and money. It is compared to having a small hole in the bottom of your bucket it is always going to be their draining bits and pieces of your time if left alone. However, you can always fix it for a smaller investment of your time and money. It is more beneficial to your business if you keep on top of the bad data as it will build up and while it may seem only a small thing it has a big impact in the long run.
How can you make sure the data you have provided is useful and good data?
· Accurate to your market. Key trends in your market for example who is buying more from you.
· Up to date. You have cleaned out any contacts that are no longer at their posts and corrected any emails or phone numbers that have been changed.
· Correct data. Make sure the data fits correctly a lot of data contains fake emails, name, phone numbers and even businesses. If in doubt double check there is no point contacting someone who does not exist it a waste of you and your team’s time.
· Clean data. All duplicates, fakes, inaccurate and missing data is sorted out so that it is all relevant to you and your team.
You can make sure the data you are providing is useful and good data by providing whoever is carrying out your telemarketing campaign with as much information about your clients and sales. For example if you are selling interactive white boards to schools and you sell to all types of school do not ask for them to get into contact with all types of schools, tell them who is most likely to buy say for example secondary schools from you, this narrows their focus to a specific section of your telemarketing increasing the potential leads that will be generated. What I’m trying to get through here is that it is better to have a smaller focus than a wider one it is all about the accuracy.
A business also should sort and clean out there contact lists by updating all of the contact information and removing people who are no longer needed off the data base this should be updated regularly. This will make sure that you are not wasting time calling random people or emailing dead emails.
Overall, bad data is destroying marketing campaigns in a lot of businesses costing the businesses lots of money and time. This is a problem most businesses will face in a year in some way it disrupts the collection of data, the generation of leads and the conversion of leads to sales. Bad data not only affects you it also affects anyone you work with on your telemarketing campaign as they require the data and information to conduct the telemarketing campaign. Rooting out all bad data before you start a telemarketing campaign is one of the most important things to do; this involves cleaning up all missing, inaccurate, incorrect, duplicated and outdated data to make sure all information is nearly perfect ready for your telemarketing campaign. The more good data you have compared to bad data the easier you make the telemarketing campaign for the telemarketing team, this will result in a higher lead-to-customer conversion rate you will have. It is important that all businesses stay on top of any bad data they may receive and get rid of it.