Check out some key insights as to how a well thought data strategy can deliver a significant uplift in sales qualified leads. .

1. Key insights and methods to empower data collection. Ensure
your business drives maximum value from marketing activities.

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Intelligent Data
Table of Contents
01 | INTRODUCTION............................................................................................................................. 3
02 | WHY DATA?................................................................................................................................... 3
03 | WALK BEFORE YOU CAN RUN – PLAN BEFORE YOU EXECUTE..................................................... 3
04 | TRUST & VALUE EXCHANGE.......................................................................................................... 4
05 | WHAT TO GIVE IN RETURN? ......................................................................................................... 5
06 | WHERE TO COLLECT DATA............................................................................................................ 6
07 | INTELLIGENCE AND PROPENSITY MODELS................................................................................... 6
08 | DATA TRIGGERS ............................................................................................................................ 8
09 | SOCIAL OVERLAY........................................................................................................................... 8
10 | WHAT THE DATA POWERS............................................................................................................ 9
11 | A CASE STUDY ............................................................................................................................. 10
12 | CONCLUSION............................................................................................................................... 10
13 | SUPPORTING CONTENT .............................................................................................................. 11
14 | ABOUT DATAMATICS .................................................................................................................. 11

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Intelligent Data
01 | INTRODUCTION
Successful lead generation campaigns for healthy sales pipeline rely on good data. A well
thought-through data strategy can deliver a significant uplift in Sales Qualified Leads (SQLs)
and Marketing Qualified Leads (MQLs). Although the discipline of data in marketing is not
new, there have been continuous advancements for tracking and monitoring target
segments.
02 | WHY DATA?
Marketers must generate new traffic and contacts to turn them into customers. This will drive
maximum results and demonstrate a clear Return on Investment (ROI). A strong stream of
data support is imperative to make this a reality.
The chart below shows marketers’ top priorities.
B2B marketers top priorities for the next 12 months.
Source: Leading marketing survey report.
In a competitive world where time is scarce, it is essential that data is used to make the
messaging as relevant and personalised as possible. Data intelligence allows marketers to
target prospects that are best fit for their proposition. These prospects will have the greatest
probability of converting into a customer.
Understanding use of modern and innovative data collection techniques is key to achieving
forethought data.
03 | WALK BEFORE YOU CAN RUN – PLAN BEFORE YOU EXECUTE
The approach to building, buying and enhancing prospect database varies from business-to-
business. Experience shows that rushing to collect data without considering business
27%
32%
42%
46%
57%
74%
Reducing the cost of contects / leads / customer acquisition
Sales anablement
Proving the ROI of our marketing activities
Increasing revenue derived from existing customers
Growing traffic to website
Converting contacts / leads to customers

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Intelligent Data
objectives will result in poor quality, unnecessary cost and high risk. It is vital to plan before
execution to define, design and implement well throughout data strategy.
The three-stage module below illustrates an approach that can help businesses to follow the
right path.
Three-stage module for intelligent data
04 | TRUST & VALUE EXCHANGE
Prospects are prepared to give businesses the data required for key communication. However
a basic principle needs to be followed – prospects must get greater value in return for data
shared. An exchange strategy brings in higher value of business.
Prospects will abandon, freeze or back away if data is requested without any offer or value.
Too many brands break this principle and lose the prospect’s trust.
It is essential to prioritise data requirements on the following key parameters:

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Intelligent Data
Think about how data will be collected and what will be offered in
return. This is the value exchange.
Begin with minimal data collection from prospects to build
relationships. This will make it possible to collect greater volume
of data over time. It could be done directly or via third-party
enhancement to improve the depth of knowledge about
prospects. This will result in improved business relevancy for each
prospect.
At this point, do not ask for too much, too soon. Here is one
example that asks for too much data at the first registration point.
05 | WHAT TO GIVE IN RETURN?
There are multiple ways to incentivise people for registering or providing their data. Not all
require financial investment. Offer prospects the opportunity to get something in return for
what they share. Here are few examples of what could be given in return:
Clearly defined benefits in return of data

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Intelligent Data
06 | WHERE TO COLLECT DATA
Some obvious touch points on where to start collecting data include:
It’s key to understand the functionalities and objectives of different customer touch points
and channels. The list mentioned above is a good place to start, however it’s not one-size-
fits-all.
Thoroughly audit the customer journey to strategize online/offline data collection
opportunities. Educate and train the staff at this point. They need to know what to collect and
how to collect it. This must be done from both legality and validity point of view. Figuring out
the right touch point for each prospect may seem daunting at first, but could deliver
exceptional results.
07 | INTELLIGENCE AND PROPENSITY MODELS
Marketers’ are familiar with the standard fields of data that can be gathered to build a strong
database. Fields such as name, title, company and basic contact details may already be
captured. Yet, the opportunity gather additional intelligence has never been greater.
Before jumping into the intelligence overlay, it is important to ensure that the standard data
is accurate and up-to-date. Plan the budget for a regular review and cleansing of standard
prospect data.
Once this is in place, an array of insightful additional data fields can be appended. This may
include fields that help to rank, prioritise and better target the whole prospect universe.
Allocate dedicated time and budget to connect with or nurture every single contact at every
single prospect business. Prioritise, intelligently.

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Intelligent Data
Understand the target segments better and adjust the campaign messaging. Whether via
post, telephone or digital, this will increase the chances of talking the prospect language from
the very beginning.
Some of the intelligent data tags include:
For company-specific aspects, explore factors that may influence the approach and target
point. The factors mentioned below can either increase opportunities or limit risks:
Explore the types of data available for increased intelligence before spending time and money
on campaign messaging. This will enable businesses to refine and better target a higher
quality and quantity of prospects.

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08 | DATA TRIGGERS
Over time, all data will erode or become obsolete. Typically, a database will lose 25% of its
accuracy every 12 months. In B2B markets that is often due to job changes, promotions,
retirements, mergers or other business shifts. It’s an ongoing exercise for businesses to
update prospect database.
Fortunately, now there are greater sources of data triggers to make this task easier. These
sources offer enhanced detail on contacts at the same time.
Key data trigger sources to watch out for are mentioned below:
These triggers are available in both first-party and third party sources. The additional data
sources can fill in some of the missing blanks in the prospect database.
09 | SOCIAL OVERLAY
The recent surge in social media and networking gives businesses an even greater
opportunity to find, monitor and engage with prospects. Adding social media layer into
marketing strategies is a great option. Let’s consider the value of adding social contact data
into the prospect database.
Typically, social media data is more accurate for longer durations compared to traditional
contact data. In simple terms, a prospect’s LinkedIn profile URL will still work even when they
change jobs or companies. This is not the same for email and telephone fields.
Therefore, augment the data with fields such as a:
LinkedIn URL Twitter handle Blog/personal
website address

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Intelligent Data
Digital Information World mentions that 90 percent of B2B marketers see social media as a
way to increase exposure of marketing efforts. B2B marketers have been using personal social
networks - Facebook & Instagram for business opportunities. These platforms have users with
diverse demographics. How would marketers avoid the “Spray & Pray” theory on social
media?
It’s critical to identify and talk to the right target audience. Establish a business relationship
with the right target market to communicate key service offerings. Marketers should also
consider the regional social media platforms to connect with prospects at a local level.
10 | WHAT THE DATA POWERS
By collecting data as outlined in this whitepaper, business prospect database will become
more intelligent. Greater success can be achieved across digital, email, social or traditional
mediums.
Consider the lifecycle plan given below for lead generation and ongoing retention to see
what business data can power. Each bubble is a contact point via email. However, this could
be telephone or other channels. Choose the best methodologies to reach the prospects using
new powerful data.

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11 | A CASE STUDY
The following case study charts out the journey of a Client who wants to enter the LATAM
market with Cloud based storage solution. By adopting a systematic approach the project
received an exceptional result within 6 months of sign-up.
12 | CONCLUSION
Data-led lead generation is not new for marketers. Yet, the rapid advancement in data
availability has opened new horizons. This includes social media and the big data world we
live in today. The various methods and approaches to building and buying data provide even
greater opportunities for smarter lead generation.
By using a mix of primary and secondary research, marketers can build an accurate and
intelligent database. A blend of 1st
and 3rd
party tactics will give both quality and quantity.
However, it is vital to plan and define the scope primarily. The design will flow subsequently.
Data enhancement and enrichment makes it possible to keep track of every prospect’s
Developing the project framework Generating key market insights Creating a systematic project plan
Executing the project plan Project implementation outcomes Analysing the project result

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Intelligent Data
attribute. New revenue driving opportunities are uncovered through lead scoring, buying
patterns, account prioritization and precise customer segmentation.
With correct checks and measures, quality control will be ensured. On activation, the data will
fuel precise and targeted activity. B2B marketers will experience greater commercial return
on both investment and effort.
13 | SUPPORTING CONTENT
Webinar & whitepaper are a part of i-Data (Intelligent Database Management) series.
Webinar Link: https://www.youtube.com/watch?v=0tSsfszYPO8
14 | ABOUT DATAMATICS
We are a Global Provider of the Business Process Management (BPM) solutions. We partner
with Fortune 5000 to help drive revenue growth, operational efficiency & customer
engagement. We deliver highly customized solutions that leverage our strong industry
experience of over 35 years.
Envisioning the future, Datamatics has been awarded as the ‘Best Outsourcing Services
Provider by the 2020 Group and won multiple awards by World HRD as the “Best Employer
Brand in 2017”.
One of our key services is to provide customized intelligent database solutions. We develop,
design and deliver accurate and validated database solutions for global enterprises. We
increase the buying probability of contact data up to 90% by adding layers of intelligent tags.
Our team of experts deliver over 300% increase in data efficiency through our services of:
Database creation, validation, cleansing, enrichment, enhancement and consolidation with
intelligence.
THE AUTHOR: Steve Kemish, Managing Partner at Junction Agency.
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