The Missing Link: Use Account Tracking to add Missing Contacts to Your CRM for Maximum B2B Marketing Campaign Coverage

Most ABM marketing campaigns miss out on targeting 15-30% of ICP contacts leading to loss of efficiency. Read on to explore some ideas to solve that problem
Shankar Ganapathy
Co-Founder, BuyerAssist.io
Mar 6, 2024
3 min

Introduction:

In the fast-paced world of B2B sales, having a well-rounded and comprehensive contact list is crucial for running successful marketing campaigns. However, even the most meticulously managed Customer Relationship Management (CRM) systems can have gaps or missing contacts that hinder marketing efforts. In this blog post, we'll explore effective strategies to identify and add missing contacts to your CRM, ensuring maximum campaign coverage and ultimately boosting your B2B sales success.

1. Assess your current CRM data:

Assessing the quality and accuracy of your CRM data is vital in ensuring that your contact list is up-to-date and reliable. In addition to evaluating missing contacts, thoroughly review your existing data for any inaccuracies, outdated information, or duplicate entries. These issues can significantly impact the effectiveness of your marketing campaigns.

To clean up your CRM, start by verifying each contact's accuracy, ensuring that the details are correct and complete. This includes essential information such as names, job titles, email addresses, and phone numbers. Implement data deduplication techniques to eliminate redundant entries, preventing confusion and duplication in your marketing efforts.

Proper organization of contacts is equally important. Ensure that each contact is correctly assigned to the appropriate account for better segmentation and targeting. By organizing your contacts effectively, you can personalize your messages and campaigns based on specific industry verticals, company sizes, or geographical locations.

A solution like Boomerang fully automates this process

2. Utilize AI-driven customer data analysis for building target ICP and personas:

Analyzing customer data and conversation history manually can be a time-consuming task. Implementing artificial intelligence (AI) technologies, such as natural language processing, machine learning algorithms, and predictive analytics, can significantly streamline this process.

By leveraging AI, you can automatically extract insights and patterns from your customer data and conversation history. The system can identify key attributes of your target audience, such as industry preferences, pain points, buying behaviors, and preferences. This information helps you build a more accurate ideal customer profile (ICP), enabling you to focus your marketing efforts on the most promising prospects.

Furthermore, AI-driven analysis can create detailed buyer personas based on common attributes and behaviors identified within your customer base. These personas enable you to tailor your marketing campaigns and messages to resonate with specific customer segments, driving more personalized and effective communication.

3. Leverage internal data sources:

Your seller/CSM inboxes and product usage data are two of the most effective sources for customer contact information. Make sure to bring those into your CRM so that you always have up-to-date sources.

4. Leverage customer job change data

Tracking job changes and staying updated on key personnel movements within companies is vital for maintaining a comprehensive contact list. Traditional methods of monitoring job changes, such as manually checking LinkedIn profiles, are cumbersome and time-consuming.

To address this challenge, consider utilizing job change tracking systems like getboomerang.ai. These tools automatically monitor and track job movements within your target companies, alerting you when key contacts change positions or join new organizations. By leveraging such systems, you can quickly update your CRM with the latest contact information, ensuring maximum coverage and avoiding missed opportunities.

Conclusion:

Building a comprehensive and accurate CRM contact list is the foundation for successful B2B marketing campaigns. By assessing your current CRM, defining your target audience, leveraging existing data sources, utilizing public databases, capturing information through website forms, and implementing third-party tools, you can ensure maximum coverage and improve your B2B sales success.

Remember, maintaining a healthy CRM is an ongoing effort, so regularly review and update your contact list to stay ahead in the competitive B2B landscape. By adopting these strategies, you'll be well-equipped to not only fill in missing contact gaps but also create a more robust and effective marketing strategy that drives better results and revenue for your business.

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  1. Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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