August 23rd, 2019 | by

Is your relationship with your database true love … or more like love-hate?

For too many marketers and sales professionals, the relationship with the data in their CRM is complicated, unsatisfying, and fails to live up to its potential.

To you, we say, dry your eyes! DiscoverOrg’s data relationship advice expert is here to solve your stickiest data dilemmas!

Get ready to fall in love with your data all over again.

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1. I suspect my data is bad. What do I do?

Dear DiscoverOrg,

I love my database. When the data is good, things are great. But lately we’ve been having problems. I can’t help noticing a high email bounce rate (and I suspect my contact information is outdated).

I can’t ignore it anymore, but I’m not ready to give up on my database! What do I do?

Data Dependent


Dear Data Dependent,

Your data isn’t getting any younger.

Yes, it’s hard to let go, but you need to delete some records. I know you’ve probably spent a lot of time getting that information in there (… and maybe a lot of money, too, if you purchased static data from a third-party provider). And yes, it may take some time and effort to replace it. You have to ask the hard questions.

Make sure that you know what is real and what is fake – and what information is really important to you. That means valid email addresses, accurate job titles, and verified direct-dial phone numbers. If your data isn’t the real deal, it’s time to move along.

Cherish the accurate data, and check in regularly to ensure that it maintains its integrity. (We like to refresh our data every 90 days at most.)

 DiscoverOrg’s advice: Bad data isn’t worth your time. Kick it to the curb.

Looking for more data love?  Download our new study: Which Data Points Predict a Purchase?

2. My database is tiny. Is it too late for me?

Dear DiscoverOrg,

I’m ashamed to admit it, but my database is very small.

I don’t use it very often because I know the information I’m looking for probably won’t be there. Everyone talks about “data integrity” and “data health” … but I don’t even have enough data to worry about problems like that! Searching my database is not a satisfying experience.

I don’t know how to grow my database. Is it too late for me?

Data Deficient


Dear Data Deficient,

It’s true, size does matter when it comes to sales and marketing intelligence (although more isn’t always better!). A large, robust pipeline of leads is necessary to keep your business growing.

The good news? It’s never too late to grow your database!

It’s always a good time to add accurate, comprehensive contacts records. Find and source new contacts for it regularly. Fill it with good fit, qualified, ready-to-buy prospects, and soon you’ll have the confidence to search – and find all the leads you need to always be closing.

love your data  DiscoverOrg’s advice: Keep working at it, and you’ll have a large database in no time.

3. I want deep data. Too much to ask?

Dear DiscoverOrg,

My data is shallow.

Sure, it seems like I have a lot of records in my database … but there’s not much information behind them. It’s just a bunch of names and email addresses. I need more. I want passion and romance, job functions and tech stack information, org charts and direct-dial phone numbers! I want actionable scoops!! I want predictive intelligence!!

I want it all. Is that too much to ask of a database?

Data Drama


Dear Data Drama,

You deserve deep data. Everyone deserves deep data. It’s not too much to ask.

No one should have to settle for just a name, phone number, and email address. Having millions of records may seem like a good thing at first, but you need to dig a little deeper. Unless there’s a whole lot more information in your database – and the data is good – you’ll never see good ROI.

When collecting data or choosing a data provider, look for characteristics that will contribute to a long-term commitment:

  • Job function & responsibilities (not just a title)
  • Direct-dial phone numbers
  • Physical location (not just headquarters)
  • Reporting structure
  • Technographic “tech stack” information
  • Action-based scoops and opportunity alerts

 DiscoverOrg’s advice: If your data is too shallow, it’s time to move on.

4. Looking for data in all the wrong places

Dear DiscoverOrg,

My data is great. I know its job is to support my sales and marketing efforts … but I don’t really know how to use it. I understand the phone numbers and email addresses, of course, and I loving having a database with accurate prospecting information.

But I’m afraid I’m missing out on other opportunities. Should I look elsewhere?

Data Deprived


Dear Data Deprived,

You probably ARE missing out on opportunities – but happily, you already have everything you need to go get it!

Your data can tell you when to reach, to whom and what to say. Scoops such as funding events and personnel moves are perfect “triggers” to reach out to your prospects. It’s not always a good idea to mention the trigger specifically in your message (you don’t want to seem like a creep!) but it’s a great opportunity for a relevant offer, because these kinds of events usually predict a purchase.

love your data DiscoverOrg’s advice: You don’t need to look elsewhere for a satisfying data experience. You just need to get creative.

Like most relationships, you get out of it what you put in. Your database can be your best friend, your greatest ally, and your biggest source of confidence (when it comes to your next campaign).

Or like a dysfunctional relationship, it can sabotage your best intentions. A neglected database damages email deliverability, thwarts Sales and Marketing alignment, fractures the customer experience … and wastes everyone’s time.

It doesn’t have to be that way. This could be the year you fall in love with data all over again.




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About the author

DeAnn Poe

As the Vice President of Marketing at DiscoverOrg, DeAnn and her team are responsible for sourcing 50% of the company’s pipeline and revenue through inbound and outbound demand gen programs. DeAnn has over 15 years of experience serving in Demand Gen and MarComm functions at software companies across a variety of verticals. DeAnn holds a bachelor’s degree in Business Administration from California State University, San Marcos. She is Inbound Marketing certified, a Certified Trade Show Marketer (CTSM), and a 2017 Marketo Revvie Award finalist.