Forget using static data lists and spreadsheets
Sourcing fresh, relevant and highly targeted marketing data will dramatically improve your campaign results and return-on-investment – the better the data, the better the results.
But if you’re using a static database or spreadsheet, your marketing list will be out of date in no time and you could be mailing, telephoning or emailing companies that may have moved, changed their management team or contact details, or ceased trading.
Data decay is one of the biggest challenges to face every marketing department. Sending marketing communications to the wrong contact in an organisation – or worst still, someone who may have died – will seriously damage your business reputation.
You could be missing opportunities, too. How do you know about a new potential customer that now meets your target criteria?