Executive Vice President, Data
When we talk with EMEA and APAC marketers pursuing data-driven pipeline generation, one of the most common obstacles they talk about is their existing marketing list. It is filled with Data Deadweight.
Data Deadweight is the portion of a prospect list that makes a marketing team feel like they have enough names (e.g. “we have 25,000 prospects”), but does nothing for any marketing tactic. These “prospects” don’t open, click, respond or even opt-out. They literally pull down the results of all of your marketing.
Data Deadweight can damage your digital marketing efforts in the following ways:
Data Deadweight is caused by names that are too old, and contacts that don’t have a real interest in your technology area (i.e. “purchase intent”).
TechTarget’s list management practices can give you some ideas of how to manage your way out of this situation.
While TechTarget operates at a scale beyond most companies, these same principles work for most marketing teams.
TechTarget’s Priority Engine service helps customers refresh their database through:
If you are interested in talking more about your Data Deadweight problem or how you’ve solved it, please connect with me.
Data Deadweight, Priority Engine, purchase intent insight
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