By Caryl Mostacho February 2, 2017
With the resurgence of Account Based Marketing (ABM), marketers are dedicating budget towards strategies, tactics and the new and shiny platforms. But before you ride the ABM wave, it’s important to look at your data. You might be ready for ABM, but is the data in your database?
Dirty data is every marketer’s secret shame. While you don’t have full control over everything that is captured or entered in your CRM or marketing automation platforms, it’s important to keep your data as clean as possible – especially before you implement ABM.
Implementing account based strategies usually starts with some sort of historical number crunching – Who bought from us in the past? Who did we target at each account? What did they marketing campaigns did they participate in? The more accurate your data the easier it will be to find your existing top strategic accounts and create your ABM account lists and tiers.
Once you have ABM implemented, keeping an eye on data quality will also help to ensure that you aren’t reporting false positives or missing out on critical opportunities. It is harder notice important firmographic or behavioural trends that can influence account scoring when you have duplicates or incomplete data.
Your data won’t always be perfect but here are few things that can help improve the overall quality of your data: