In the vibrant world of marketing automation, success hinges on the health of your database. Data management, encompassing tasks like defining, retrieving, and managing data forms and field names, plays a mission-critical role. While not everyone’s cup of tea, a robust data management strategy is indispensable for executing successful marketing programs.
The Price of Poor Data Management
Inconsistent and messy data resulting from poor practices can lead to incorrect reporting and bad business decisions. In fact, bad data management practices are estimated to cost companies trillions of dollars annually, primarily due to wasted time, increased risk factors, and high bounce rates.
Transforming Data into an Asset
On the flip side, good data management transforms data into a valuable asset, promoting better data quality. Authentic and high-potential data sets the stage for effective future conversions.
Cleaning and Streamlining the Database
Marketo, a leading marketing automation platform, recommends keeping only “marketable leads” in your database, those actively receiving emails. This approach streamlines the database and ensures that only relevant leads are retained. Here are some key tactics:
- Smart Lists to the Rescue: Set up Smart Lists with filters to automate the cleansing process. Examples include removing leads inactive for a specified period, deleting records with no email addresses, or filtering out hard bounces. Schedule these lists to run regularly, automating the cleansing process.
- Preventing Threshold Breaches: Failure to clean up the database can result in exceeding thresholds, prompting intervention from Marketo support. This may necessitate cleaning the database, upgrading the plan, or facing potential account suspension.
Real-World Impact: From Messy to Masterful
One of our clients faced data hygiene issues, surpassing their database threshold. By conducting checks, applying filters, and reducing the database size by around 50%, we ensured efficient database management, aligning with CRM data management best practices to optimize campaign outcomes.
Remember, effective data management practices are pivotal for maintaining a healthy and efficient marketing automation system, ensuring that your campaigns operate at their maximum potential. Invest in data health, and watch your campaigns blossom!
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