Get More Out of Your B2B Database Services with Denave's Tips
B2B Database Services

B2B database is an invaluable business asset. The right database provides companies with the shortest route map to reach prospects. However, it still needs to be optimised for creating result-driven marketing campaigns.

B2B database is an invaluable business asset. The right database provides companies with the shortest route map to reach prospects. However, it still needs to be optimised for creating result-driven marketing campaigns.

Understanding what information is contained in the database

The first step to successfully deploying data comes before companies select it and certainly well before introducing it in their processes and teams. To truly gauge the insights any particular source can provide, companies must understand the context and interactions it comes from. The most actionable data helps businesses see the real people involved and precisely explains what their actions have been. Other data sources may not be able to show the context, the identifiable personas involved, or the specifics of their behaviour. Many sources provide only a hint of customer behaviour at the account level.

Here are some critical questions that companies can ask to assess the B2B data providers better and make the most out of their data services:

Ensuring that there are no gaps and the B2B provides a complete picture

Companies need to evaluate how in-depth the B2B data providers go when they compile their data. The more in-depth and comprehensive data profiling & validation they do, the more accurate information users get to target new prospects. Some B2B data providers provide segmented information in terms of technographic, firmographic, financial information, and even purchase intent. If a marketer believes that certain information can make a difference in the strategy, then they must ask for that particular information.

Furthermore, companies need to set up automated data validation, data cleansing, and data maintenance processes. They need to continuously upgrade, update, and clean the data as part of the larger marketing process. Automated data management processes enables businesses to keep their database updated and relevant for maximum demand generation productivity.

Leveraging a robust technology stack that can handle fast-changing behavioural data

Because several of the B2B data types are still new, many of the technology stacks and their associated processes are not adequate to leverage the new data well. If businesses proceed blindly, old marketing & sales stacks can create unpredictable challenges resulting in disappointing initial outcomes. Data is an ever-evolving component, and organizations need a composite tech platform that can keep data safe, analyze it effectively, and deliver actionable business intelligence.

Organizations that have just started with data must work the objectives from both ends of their go-to-market value chain or funnel. This means getting both marketing & sales teams directly using the data. Having sales representatives get a complete view of the customer database can help them see and engage proactively with active leads and design a nurturing tactic for slow-moving prospects. Sales can progress faster- i.e., they can start getting appointments even though the marketing nurture is yet to deliver MQLs.