As a commercial roofing company, you provide a wide range of services to various industries. Whether it’s standard repairs or a complex roofing system replacement, all buildings require some level of care. Having a robust sales pipeline is essential, but if it’s overcrowded with unqualified leads and inaccurate data, you’ll spend more time with dead-end leads than your most promising sales opportunities.
Think of your B2B appointment setting process as one of the roofing systems you install. To maximize its usefulness and functionality, it requires routine maintenance. What periodic inspections and minor repairs are to a roof, lead cleansing is to a pipeline.
This blog explains why keeping your list of potential clients up to date and as accurate as possible is a critical part of B2B sales.
At its core, sales lead cleansing identifies and removes inaccurate or incomplete information from collected data sets. Sales reps typically store information about customers and potential clients in a CRM platform for sales and marketing opportunities. If that information isn’t updated or fact-checked periodically, you might end up with leads in your pipeline that don’t fit your target audience.
Whether it’s correcting typos, updating contact information, or filling in information gaps, cleansing takes many forms. A well-organized and error-free customer database improves productivity and helps ensure your sales development and sales staff reach qualified targets.
You may be thinking, “How harmful can unmaintained data be?” The answer is much more than you think. Following bad leads directly impacts your bottom line. One call with an unqualified lead may only last a few minutes, but hundreds of calls with dozens of unqualified leads equate to hours of lost time.
Here are some examples of data issues that result in bad leads:
Incomplete data: Whether a potential client didn’t correctly fill out a form or contact information was accidentally deleted, incomplete data requires more time and effort when attempting to reach a client. Your sales reps may have to spend 20 minutes digging around for an email address when they could have been communicating with your next opportunity.
Invalid data: Another essential element of data cleansing is clearing your pipeline of irrelevant or obsolete leads. Leaving unviable leads in your pipeline is akin to hoarding old newspapers—it serves no purpose and actively wastes space. Each time you call a closed business or send a mailer to the wrong address, you’re throwing away time, money, and resources.
Redundant data: You might not think that storing duplicate data sets is an issue as long as the data is accurate and the lead is viable. However, if you’re sending identical direct mailers to one location and repeatedly calling the same key decision-maker, you’ll be considered a nuisance instead of a desirable service provider. Unify your data to avoid annoying a prospect with multiple calls from various team members asking the same questions.
Unstructured data: Leads come from a vast array of sources. Whether they’re from trade shows, networking events, vendors, or customer referrals, leads can get lost in your CRM platform if they’re not entered properly. Using a specific structure for similar data sets, such as using dashes or not in a phone number, is critical to data retrieval. Correctly entering the data and information in a structured and categorized manner ensures you can easily locate your top leads.
Inaccurate data: Between user submission errors and data entry mistakes, inaccuracies are bound to happen. Ensuring there are no typos, entries submitted in the wrong format, or inaccurate business titles goes a long way in keeping your data organized and readily available.
It’s easier than ever to find information about a company. With a few strategic web searches and some sleuthing, you can find phone numbers, email addresses, and employee titles. However, things change—the information you gather today may become obsolete a few weeks from now. As a result, lead cleansing is essential. It shortens your sales cycles, ensures you’re reaching the right prospects, and improves your return on investment.
Anyone in sales can attest that they heavily rely on their CRM data to locate, nurture, and convert sales opportunities. If they are working with erroneous information, they are likely missing valuable opportunities to drive sales for your roofing business.
Inaccurate data has a significant effect on marketing efforts as well. If your outbound marketing collateral is being sent with the wrong prefix, you risk turning off a client. Additionally, a lead’s needs may have changed since you first made contact. Maybe they were in the market for roof repairs two years ago but currently want a restoration. By sending them a roof repair brochure now, you show them that you’re sloppy about details and don’t understand their needs.
Having accurate information helps you avoid off-topic messaging and appeal to your leads’ current situation. Plus, it enables you to get the most out of your sales strategy. Each time you make a flawed attempt at tailored messaging, you see a diminishing return on investment. You can easily avoid missing the mark by implementing a few lead cleansing best practices into your appointment setting routine.
Cleansing your data goes beyond keeping up with email addresses, phone numbers, and points of contact. One of the most significant benefits of cleansed data is how it helps you gain in-depth information. Using the highly accurate cleansed data in your CRM, sales development specialists reach important decision-makers who can provide valuable insights.
Data management requires considerable time and resource investment. Cleansing is not only time-consuming, but it’s also tedious and tiresome. The more data you have, the longer it takes to analyze, confirm, and update. Most importantly, if you want a successful sales program, you can’t skip out on data cleansing. To gain a competitive advantage, you need to focus on data management and make it an ongoing process.
Unfortunately, many roofing companies struggle to keep up with data demands. The longer it’s been since you’ve combed through data and analyzed its usefulness, the longer it’s going to take to clean up your messy data. If you want to get your data up-to-date sooner than later, you’ll need to pull several employees away from their core business functions.
Rather than making your operations suffer, consider enlisting the services of a B2B sales appointment setter that can complete the task more accurately, efficiently, and affordably. Not only do outsourced appointment setters maintain your data at all times, but they also take on the functions of confirming and updating their contact information and compiling critical data.
Your appointment setter also does the hard work for you. Cold calling, lead nurturing, and compiling data is not on the top of many people’s list of fun things to do. However, those are the elements that deliver the most qualified leads to your sales team. Taking the time to learn more about potential clients and their specific needs is invaluable. It’s also something that data alone can’t do.
So how do sales reps get this critical information? By asking questions and learning a company’s needs. Questions that are especially relevant to the roofing industry include:
- How old is your roof?
- Are you happy with your current roofing services provider?
- What are the current issues your roof is experiencing?
- How interested are you in addressing your roofing needs at this time?
Imagine the success rate your sales staff can achieve if they are fed a steady diet of qualified leads ready to take the final step in the sales cycle. Rather than looking to hire someone to do in-house data analytics, you’ll be more concerned about having enough roofers to keep up with all the new projects you’re booking.
Abstrakt Marketing Group creates and curates the cleanest data sets because we’re constantly working to deliver the most qualified leads to our exclusive partners. Our unending attempts to build customer relationships allow us to have the most up-to-date information, ensuring none of your time is wasted or resources misdirected.
To meet our basic minimum standards for cleansed data, we must identify an organization’s key decision-maker(s), have their email address and phone number, and meet industry standards as a qualified lead.
Abstrakt’s incredible team of sales development representatives spend every workday cleansing leads in the commercial roofing industry. Their tireless work, nonstop phone calls, and detailed data entry deliver the most qualified leads.
It’s easy for a company to tell you how great they are and make promises that sound too good to be true. At Abstrakt, we back up our claims with proof. In 2021, we’ve already cleansed thousands of companies’ data to deliver our commercial roofing partners the best, most qualified leads possible. Below is a month-by-month breakdown of the numbers:
January 2021: 1,038
February 2021: 979
March 2021: 857
April 2021: 691
May 2021: 600
June 2021: 80 (that’s only three days into the month, so that number will skyrocket)
This means that in only five months, Abstrakt has researched, identified, and cleansed over 4,200 companies for our partners. Once we’ve cleaned the data sets, our sales representatives begin the lead nurturing process. Whether it takes a day or a year, we build relationships until they’re ready to deliver to your sales team to convert into customers.
If you’re ready to learn more about Abstrakt’s commercial roofing lead generation and data cleansing services, reach out to us today to schedule a meeting.