Every organization is constantly accumulating data, either directly via in-person engagement or via transparent online digital touchpoints. Every instance of gathered data has some kind of value, with the most important bits representing genuine business opportunities.
Online engagement is the modern embodiment of the old traveling salesman’s knock on the door or a walk-in visitor entering a brick-and-mortar store. Every instance of interaction is an opportunity. Your success hinges on what you do with each one.
Contact lists of existing consumers and customers, or potential prospects, are among the most valuable kinds of data gathered by your organization. The combination of what you know about those contacts and their baseline identifiers represent your sales organization’s figurative crown jewels.
There’s no real mystery about these lists. Customer contact lists and prospect contact lists exist within your customer relationship management (CRM) framework, marketing automation, customer data platform (CDP), or another database. Consumer contact lists simply specify that these are lists of consumers rather than businesses.
How to Integrate Data Analytics into Your Sales Resource Deployment
A contact list will contain whatever data was collected about a customer/prospect upon their entrance into your CRM. When an individual completes an action on your website, such as filling out a form, downloading content, or making a purchase, their information is usually stored in a database.
Because customer/prospect lists live within CRMs and marketing automation tools such as Salesforcce and HubSpot, you can use the associated contact list resources to manually reach out to customers, or set up automation to reach out. However, when it comes to creating online audiences for digital marketing campaigns, having sparse data will severely limit your ability to reach these people online. This creates a gap in outreach channels. Without any kind of data enrichment, all you have are the basic attributes, such as the email address and phone number associated with each contact.
As a result, isolated consumer, customer, and prospect contact lists on their own don’t offer much in the way of insight regarding your audience. To create an omnichannel outreach approach, you must append additional contact information to these contact lists. This process of data enrichment allows you to create highly reachable online audiences for digital marketing campaigns.
When you generate an online audience leveraging data-enrichment software, additional contact points can be added to your list that will potentially improve the match rates when onboarding these lists into an advertising platform, such as Facebook or LinkedIn.
For example, Versium REACH can add up to six email addresses, six phone numbers, and specific location data for each contact in your lists. These kinds of added data attributes have been demonstrated to as much as triple match rates when onboarding audiences compared with initiatives that do not leverage data enrichment.
More About Versium REACH
Versium’s online audience creation process is easy to use and has direct integrations with HubSpot and Facebook, with several others coming soon. Exports from Versium REACH are hashed, so it is completely compliant with data-privacy regulations. Versium REACH also offers data exports that are pre-formatted for several advertising platforms so that you need not reformat files for each upload.