15 June 2010

The shelf-life of contact data

Have you ever had bad milk in your fridge? Or rotten veggies? They stink - and you have no way of using them (despite how much you may want to).

Same goes for lead data - I've advocated in previous posts, a routine cleaning of leads - but what is the real shelf-life of a lead? When does a lead start to smell like rotten milk?

In the era of downsizing, restructuring, and acquisition amalgamation, how realistic is it that someone will be at the same email address in six months? By leveraging drip marketing campaigns, you can relieve the burden off of your insides sales team to maintain this data point - instead, you can let your automated system do the work for you in contact communications and the ultimate smelling of bad milk (hypothetically).

Think about it - let's say you have 10000 new leads per month - if you enact a drip campaign based on interest, you have 10000 follow-ups that don't have to be handled by hand.

As for marketing automation, I had a recent discussion with a peer about the fact that he routinely receives emails from "bots" (as in email robots). His commentary was that he hated bot communications - and that he could spot them a mile away.

I partially agreed - how many times have you received a routine email that contains some sort of variable data field that is inaccurate - and therefore, when received, you roll your eyes?? But isn't the reason that you roll your eyes is because of bad data - not the fact they came from an email robot?

In light of how vast the universe is - and the fact that everyone is trying to do more with less (i.e. be more efficient), why not have an email robot handle the smelling of the milk?

By looking at the data that I've had access to, the true shelf-life (on average) of a lead is six months - within six months, something has changed....the lead has changed companies, the company has been acquired, the sales rep has left your company. This is why you must automate this type of follow-up - so that you are not dependent on people. After awhile, people/leads start to smell like bad milk.

An automated system never minds smelling bad milk! :)


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    That improves my success.

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