The “Great Resignation Wave” has transformed the B2B marketplace. The amount of disruption taking place currently, and millions of employees leaving their jobs, has resulted in a fragmented workflow along with poor quality prospect data.
As per the Bureau of Labor Statistics, over 4.5 million American people left their jobs in November 2021 alone. Another report from Fast Company revealed that if the trend has continued through December, around 47 million people across the United States would have quit their jobs during 2021.
As the mass fluctuation of employment continues in 2022, the impact of business is witnessed in every size and industry. This has left the teams short-staffed; the entire workflows are disrupted along with increased time and money which is spent on finding and hiring new employees.
The B2B marketing industry is also witnessing its adverse effects. Meaning the prospect data, along with email addresses, phone numbers, and buyers that have shown interest in the solution is finding the data at their disposal is not accurate.
Therefore before moving ahead with the next acquisition marketing campaign, B2B marketers should begin to evaluate the quality of the prospect contact data. They should determine the various factors that may have resulted in disrupting the data quality and create strategies to deal with them effectively.
Here are four steps that B2B marketers should take to deal with the quality of their B2B prospect data:
Deal with the current system
The first step towards improving prospect data quality is by opting for a data cleansing provider, which can assist to remove, correct, or replace inaccurate data. The data cleansing provider can help them deal with invalid or out-of-date data without eliminating high-value prospects records. There are a few cases where inaccurate data records can be effectively corrected or new data added to get the entire contact picture.
Also Read: Five Common ABM Mistakes B2B Marketers Must Avoid In 2022
Seek new prospects
Most of the data that was relevant before the great resignation has become obsolete. This means B2B marketers should take time to identify new prospects to target. They can leverage the knowledge of their present prospects and customers such as the industry, size of the business, location, individual roles, and much more.
They can find new opportunities that match those traits using a third-party data provider to ensure the quality of the information. Moreover, third-party data can be used along with first-party one to fill in the gaps with accurate contact data that can provide B2B marketers with a complete picture of their prospects.
Leverage intent data to target buyers
One of the best ways for B2B marketers to create a list of prospects with relevant information is utilizing intent data. Online activities of B2B buyers such as search engine queries, content downloads, and revisiting websites show an option in the market. When merged with high-quality contact data, this intent data makes it possible to reach and target those prospects at the right time.
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