Why B2B Data Cleansing Is Important for Construction Companies

As a construction company, you may get so preoccupied with trying to find new projects that you forget about the preliminary steps of the sales process. It may seem like a waste of time, but B2B data cleansing can actually help you hit your sales goals while saving you time and money.

Data cleansing is the process of fixing or removing incorrect information within a dataset. It also involves adding information that is incomplete within a dataset. In a B2B appointment setting program, this means having a sales prospecting process and then performing sales activities to update inaccurate information and gather incomplete information.

In general, data cleansing is important for a few reasons:

• A prospecting tool can only provide so much information. While prospecting tools and databases are a great starting point for gathering information about your prospects, they only provide the bare minimum. A database can usually only provide minimal contact information—a name, phone number, and email address. And that information may not even be accurate since changes happen at your prospects’ businesses all the time. Data cleansing and lead qualification must be performed in order to update inaccurate information and gather more information.
• You can’t sell without accurate information. One piece of inaccurate information makes your contact record invalid. You may as well not even have a contact at that point, because you won’t be able to sell to them. Think about it—if you have the wrong email or phone number, your prospect isn’t receiving communications from you. If you’re not talking to the key decision-maker (KDM), you’re wasting your time. If you state false information about your prospect’s business, you lose all credibility. Accurate information is essential for a B2B appointment setting program.
• The more fleshed out your data set is, the more you can sell. When salespeople think of a data set containing information about their prospects, they typically just think of contact information—name, email, phone number, company name, and maybe some social media pages should be plenty. But your data set can and should be more in depth. How long has your prospect been with the company? Do they have a preferred partner for the services you offer? You can’t get information like this from a database.

Data cleansing is important for B2B companies across all industries, but let’s talk about construction companies specifically. Here’s why data cleansing is so important for construction companies:

• Determine timelines. Asking construction leads if they have any upcoming projects and what the timeline looks like for those projects is extremely helpful information for a sales development representative to know. If you know this, you’ll know when to follow up. The best salespeople have the cleanest lists. In other words, they’re constantly speaking with the targets in their sales pipeline and updating information that is inaccurate or outdated.
• Learn more about your prospect’s current vendor. Many of your targets will have experience working with another construction company in the past. You can ask them about their experience working with that provider. You can also ask what construction services they provided to see if you can offer something that your competitor can’t (e.g. design-build, virtual design plans, etc.). Knowing this information can help you sell more and position yourself as the more attractive vendor for their next project.
• Use the right messaging. Chances are that your construction company specializes in a wide range of services. Without knowing what your prospect’s needs are, you can’t cater your messaging appropriately. For example, if you know one of your prospects is looking to expand within the next year, you can send them a piece of marketing collateral about your expansion and building upgrade services.
• Talk with the right KDM. If you’re not constantly cleansing your data set, you may lose sight of who the correct point of contact is at a particular company. The go-to person for a construction project could change at any given time. If you’re contacting the wrong person, you’re wasting time and money and you won’t get the answers you need. You may not even have the opportunity to submit a proposal for a project.

Abstrakt Marketing Group provides B2B appointment setting services that help our exclusive partners around the nation get in front of the right prospects at the right time. We do more than just pull information from a database. We have cleaner lists than anyone because we build our own lists and track information constantly as it changes by performing sales activities like cold calling and emailing.

We consider a target cleansed if they meet the following criteria: (1) we have confirmed who the KDM is, (2) we have the correct contact information for the KDM, and (3) the prospect meets the minimum qualifiers for our partner (e.g. they meet a minimum square footage requirement or their business falls within a particular industry).

Here’s how many sales leads we’ve cleansed for our construction partners in the last 90 days:

Here’s how many sales leads we’ve cleansed for our construction partners in the last 90 days:

• October 2020: 383 data records cleansed
• November 2020: 633 data records cleansed
• December 2020: 810 data records cleansed
• January 2021: 57 data records cleansed (and counting!)

Total data records cleansed in less than four months = 1,883.

No matter what industry your business is in, you should always stay in contact with your targets and always keep cleansing. If you do, your sales program will be much more successful. At Abstrakt Marketing Group, we have the cleanest lists for our partners because we’re constantly talking to people in your market to schedule qualified appointments for your business.

Interested in learning more about what a B2B appointment setting program would look like for your business? Schedule a meeting with us today.