The impact of bad data on a TM campaign and the damage it can do to your company image.
It may seem perfectly obvious that the better the data, the better the campaign. However, what are the real implications of bad data and how good is ‘good’?
I think at Lingo we have had all types of data provided to us by clients over the years – people who’ve been dead for years is the worst! You can imagine the conversation between eventual contact and gatekeeper…
Gatekeeper: Got a chap on the phone wants to talk about widgets. He actually asked for John Williams.
Decision Maker: Oh God! Where do these people get their information?
Gatekeeper: No idea. Bit off isn’t it, but I suppose they can’t have known that the circumstances of his death. Don’t think any of us have really got over the shock.
Decision Maker: Yes, horrible. And they can’t be very interested if they haven’t been in touch all these years! Tell him I’m not interested.
So a seriously out-of-date list is worse than what we call the wish-list. This is where we get just a list of companies that the client would like to work with, which can be as vague as Coca-Cola, Virgin and Diageo, but then again wouldn’t everyone! If this is the start of a serious-account based-marketing (ABM) campaign, then these will be a carefully selected few and is fine. If it’s a broader lead gen campaign, then your telemarketing partner will waste a lot of time finding out the following
- Where in the organisation does the decision making occur?
- At which site?
- Is this site part of our brief geographically? (it may be even outside the UK)
- What is the phone number
- Who is the primary contact?
This may not seem much but there will be hundreds if not thousands of contacts. Whilst a good telemarketing company will spend some time researching a contact prior to picking up the telephone, fully researching a list will certainly cost a lot more than a freshly bought and up-to-date list.
When planning a campaign, it pays dividends to ensure that you have the most comprehensive and up-to-date data possible. It will save time, money, embarrassment and avoid damage to your company image.
In our next blog, we will look at what constitutes good data.