One of the characteristics that best define leading companies is the use of data for their strategies. From advertising campaigns, to improvements in user experience or sales processes and even in the definition of your brand.
To achieve this effect, many companies have decided to invest resources in purchasing, constructing and managing their data.
This may seem exclusive to large international conglomerates, with the capacity to allocate a fortune for the acquisition of their data. However, the use of data becomes the perfect ally for small companies or startups that have a high rate of return on investment.
Improving our database may sound like an added burden to the multiple tasks involved in running a small business, but it is not. Managing your data with partners like Skief becomes a key point for your sales and marketing efforts to be the best.
How to use data in my company's sales processes?
If you have decided that it is time to start implementing data acqusition processes in your company, this is a guide that can help you to identify your needs. Building or buying should be a choice according to the state you are in.
The most traditional way is to rely database providers, such as Zoominfo, Clearbit, Apollo. But there are also different alternative paths with more benefits for niche markets or if you don't want to contact the same companies that other sales teams have already contacted.
Define your ICP (ideal customer profile)
The first step is always to understand what your ideal customer profile or ICP is, based on your knowledge of your market and considering the product market fit. Here you should identify your prospects and possible connections.
Keep in mind that this phase in outbound campaigns requires proactivity in conjunction with data enrichment. The ideal is to reach many target accounts, but that these are as well defined as possible.
How can I acquire or enrich my data?
Once you have defined the key aspects of ICP, you can choose to generate your data from different sources and with different techniques. These are the main and most efficient techniques:
LinkedIn data sourcing
This is the ideal source if you want to grow your contacts in the B2B sector. Due to the characteristics of its users, it becomes an excellent ally to obtain high-value contacts.
In order to obtain data from a network such as LinkedIn, it is necessary to consider some tools for its different processes, but also one of its greatest benefits: the data is generated by the users themselves, constantly renewed. Unlike data selling platforms, where a large percentage of the database is often outdated.
These are database providers, tools that allow you to make an exhaustive search of data in different social networks or web domains. Many of these tools have automation services that allow you to create workflows from the data or integrate them with CRM platforms.
Having an email search engine will help you to constantly feed your databases, its main function is to obtain contact information of company domains. Another of the functions added to these services is email validation, which will allow you to discard invalid emails, duplicates or spam traps. Imagine how much of a lost effort it is to send 30 emails during the day to addresses that no one uses anymore.
Having a database also involves constant maintenance, discarding incorrect information, updating and adding valuable profiles. These tools allow you to feed that data in a massive way.
Tools specialized in email validation
This is one of the most important steps in the processes that include the use of data, validating your data will save you storage and work in vain.
These tools offer you the guarantee that the application of your cold email or outbound campaign will reach its objectives. Avoiding penalties for spam traps or high bounce rates.
They are the perfect allies for small companies as they keep the ROI rate in a very favorable position.
Obtaining data in directories
Directories are specialized sites, some of them have licenses and certifications, being one of the most reliable sources for obtaining data. The most recognized directories worldwide are TripAdvisor, Yellow Page or even Google Maps.
In order to obtain data you need to have a tech stack that allows you to extract data, such as Phantombuster or TexAu. After that you will need to do data scraping, enrich and validate your data.
What is data scraping?
Data scraping is an automated process of extracting data from different databases. After all, the Internet has become an almost infinite mine of data. This practice is common in large companies such as Google as well as by smaller companies.
Obtaining data from social networks
Social networks, especially platforms like Facebook or Instagram, have created a good ecosystem for companies. They are ideal for finding company pages and their contact information, especially SMEs or freelancers.
In this case your tools should include data extraction and email validation.
As you can see, getting into the application of data requires a broad analysis of the situation you are in, your objectives and the tools you can use. If you still feel you could use help with any of these strategies feel free to consult the Skief Labs team.
At Skief Labs we are experts in growth hacking and market data solutions, we are the perfect ally to optimize your efforts.