Why is quality contact information so important?

Today, from the advancement of user and information privacy, there was discredit toward obtaining digital data. Therefore, all cell phones that have the IOS 14 operating system onwards are prohibited from directing advertisements to those cell phones, so it's much more difficult for the marketing area to obtain information from these people. Increasingly, websites do not allow user movements to be tracked through cookies.

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This reality leads to digital channels becoming complex to identify potential customers from those who are not. That's where the game of obtaining first-hand contacts comes in. This is known as First Party Data, that is, that information collected by the assets of the company without the intervention of any provider.

These users are usually those who at some point left their data in exchange for receiving relevant information from the company and thus be able to have a regular follow-up of these users who subscribe to the website.

From there, the quality of the data provided by the contacts plays a very important role. The objective of this article is to analyze the importance of quality contact information that has taken place in recent times and how it contributes to the generation of qualified leads.

How important is quality contact information to your business?

Marketing departments work especially with historical data, information that they previously have about their contacts. So having a channel that allows them to get the right consumer information helps them predict future consumer behavior.

For example, a construction company knowing the number of children in the family of potential customers, where they live, the amount of billing they generate, and similar data of interest know what investment project they can face and sell them a building, which would be very different from randomly calling on the phone and asking different people if they want to buy a building in any neighborhood.

It is at this point that the information plays an important role because it allows the marketing area to learn more about target customers, understand them, and based on this, offer them a specialized service that suits their needs. In this way, we are focusing our efforts on customers, placing them at the center of the company's priorities.

Information becomes more important today because it can no longer be obtained by osmosis since the person has to provide it. It is necessary, on the one hand, to have quality information, but on the other hand, to design a path that allows you to obtain that quality information and understand what your users' conversion path is like, what content they like, at what time, etc. ., to get them to download it and begin to understand it with that information collected.

Likewise, the quality information of the contacts is necessary to obtain a greater return on investment, so if the information of your company is not of quality or is outdated, the metrics will not generate numbers that increase the ROI.

In addition, in marketing campaigns, quality contact information helps obtain better results because actions can be focused more precisely without your company directing an overly general message, ignoring the needs and expectations of your target audience.

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Advantages of having quality contact information

Taking into account the importance of collecting valuable information from contacts that allows us to know the needs of consumers to better focus our marketing actions, we can identify an interesting variety of benefits.

1. It improves communication with potential customers.

The primary purpose of quality contact information is to provide enough details to conduct outreach activities. If you're collecting this information organically, potential customers are likely expecting you to contact them at some point, opening up the opportunity for you to start a conversion process from lead nurturing.

2. It increases the opportunities to close sales.

More data is being collected about contacts than ever before, so it's easier to mix and match different contact variables to try to find useful correlations. One study revealed that 63% of B2B marketers surveyed were able to increase revenue by between 11% and 50% with relevant data analysis.

The potential financial gains that companies could achieve with the right data are huge, but for obvious reasons, this will not happen if the data is not valid, accurate, and standardized. Investing in data quality from the start ensures that you and your team can make better decisions and achieve another critical breakthrough.

3. It offers advantages over your competitors.

Even if you decide not to use quality information from your contacts in your decision-making, you cannot rule out the impact it will have on your competitors' market share. If the information you have from your contacts to run your business is not of quality, you are offering your competitors the opportunity to take advantage of that lack of reliable data.

However, if you fix your contact information quality issues and your competitors remain oblivious to the problem, it will be your company that gains the analytical advantage over them.

4. It searches for information simply.

Quality information management of your contacts ensures that your data is organized, which will save you significant time in most cases. When a bit of your database is valid, complete, and up-to-date, your data can be intelligently classified and used.

5. It allows to improve the customer experience.

An aspect of customer service is also evident in the quality of information of the contacts. Through accurate data, you can quickly respond to contacts who need some advice from you, whether they have a complaint that needs to be addressed or just want more information about your products or services.

You'll also have a clearer idea of what they want, as well as what you can realistically offer them based on known variables. Not only does this improved serviceability often generate goodwill for your brand, but that boost in positioning is sure to translate into significant financial gains.

6. It provides greater security to manipulate information in your favor.

Almost every type of business has some need to secure a customer interface and block access to people's data by outsiders. Having a large amount of accurate data about each stored contact helps provide more varied and reliable solutions to potential security problems.

For years, the standard answer to the problem of providing data security was to use basic security questions (things like the name of a person's first pet or their mother's maiden name).

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In conclusion, the quality information of the contacts is vital to know your target audience, know their preferences and needs to establish better strategies to carry out actions focused on satisfying the consuming public of your products or services. In this way, you will not only gain the trust of your potential customers, but you will also create better business opportunities.