Today, 67% of businesses rely on CRM data to target and segment customers. Personalization is a critical component of modern digital marketing campaigns. 78% of consumers will only engage with offers that are personalized based on previous interactions they’ve had with a brand. 77% of consumers have paid more for a service or product that offered a personalized experience. Trying to build personalization in HubSpot with unreliable data results in less personalization.
But, to achieve effective personalization, you need to ensure you have accurate data. You don’t want to deliver personalized messages that aren’t accurate or specific. Clean data is essential for an effective, personalized customer experience.
When a customer's history with your business is spread ukrainian mobile numbers across two or three different records, it's nearly impossible to tailor your marketing messages to the specific stage of the buying cycle they're in.
Knowing when they interacted with your customer service teams, what content they engaged with on your website, and what information they requested through forms are all important components of any robust marketing automation strategy. This lack of a single view of each customer impacts everyone in your organization who accesses these records, including your marketing and sales teams, customer service teams, and customer success teams.
Negative brand perceptions
When your customers and prospects receive multiple messages or messages that use inaccurate or outdated data, it affects their perception of your brand. Customers love optimization. They love the personalization and deeper understanding of their ads that data collection can provide.
On the other hand, they hate it when data leads to the wrong conclusions. No one likes the feeling of talking to a brick wall or receiving automated messages from a bot instead of a real person. Inaccurate data gives customers that feeling.
Furthermore, this doesn’t stop at the moment a prospect first begins interacting with your business. Duplicate data impacts brand interactions over time. Paying customers who receive multiple or inaccurate messages can negatively reevaluate their opinion of your brand, which can increase churn and decrease customer loyalty.
Lack of confidence
Ultimately, a lack of trust in your data leads to a lack of effectiveness in your marketing campaigns. When you can no longer trust your data, your marketing teams are less likely to infuse campaigns with personalization. Customer data will play a less prominent role in each campaign. As businesses look for new and creative ways to instill personal data into their messaging, a lack of effort on your part can leave you behind the competition
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