Data cleansing on a basic level requires manually checking each contact in your list to ensure you have the correct contact details and confirm that they are the appropriate decision maker.
Good data cleansing will ensure this information is valid and up-to-date, and also presents an opportunity to obtain any secondary level data you need.
Start by establishing what you need from your lead data; keep it relevant and user-friendly. Think about the information you absolutely must have in order to get in touch with the right people, for example:
· Full name
· Job Title
· Telephone number
· Address (for follow-up mailing)
· Email address
· Website (for research)
Data cleansing can be a lengthy, time-consuming process, however vital if your marketing activity is to remain successful. Working with strong, complete and accurate data improves your campaign’s chances of success.
Contract renewal dates, competitor intelligence and current market ‘pull’ for your service can all be captured, giving you a greater understanding of your customers, or potential customers.