Leads are the lifeblood of every company. And your business cannot survive until you convert leads into paying consumers who become loyal to your brand. As a result, most businesses must manage their leads in a scientific and controlled manner. Any company that wishes to reap the full benefits of marketing automation must maintain a lead database.
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Here are three lead database management best practices that will help you achieve your sales and marketing objectives.
1. Identify the Ideal Lead
It all starts with establishing the ideal lead. What are their names? What country are they from? What are their passions and issues? What kind of stuff will they be interested in? And, both online and offline, how do they spend their time? What communication methods do they use, and which online platforms do they frequent?
You’re running your business blindly if you don’t know who your target customers are. Your sales and marketing teams can fine-tune their plans once they have a better understanding of your ideal prospect. Your lead generation efforts across all departments will be unified once you have a buyer persona.
Companies who use buyer personas enjoy a 20% boost in pipeline value, a 100% increase in sales qualified leads, a 50% increase in conversions, and 5X more contacts mapped to a persona for focused messaging year over year.
2. Database Hygiene in CRM
Maintaining a clean database can help you stay inside your subscription limit, preventing you from having to pay for more storage, which can be pricey. Eliminating old and inactive leads will increase your email deliverability rates and lower the chances of your emails being marked as spam or blocked entirely.
Duplicates should be removed because they can easily exceed your database limit. Merge duplicate leads on a regular basis to free up space and prevent data loss. It’s preferable if you get rid of any leads who don’t have an email address or whose email address is invalid. It’s pointless to keep connections who can’t be reached, especially if the leads are for email marketing campaigns. Unsubscribed contacts, unengaged contacts, and contacts that have hard bounced should all be removed.
Before you delete unsubscribed leads, double-check that your CRM database supplier maintains a separate database for them.
Create buyer personas.
Markets shift, and your vision of the ideal consumer may shift as well. While your personas are unlikely to alter drastically over time, evaluating them is necessary to verify that you are still targeting and nurturing appropriate prospects. This could happen if your company has undergone a transformation or changed its principal product line.
Checking the quality and correctness of buyer profiles ensures that your sales and marketing techniques are still relevant. You may also need to clear your lead database of prospects who no longer qualify as qualified leads if your buyer personas have changed or need to be updated.
The greatest method to complement your sales and marketing activities is to have an optimized lead database. It will save you money and keep you inside your storage limitations if you manage and maintain it. It will also ensure that you are targeting the proper leads and nurturing them throughout the sales cycle.