Dirty Data

We often collect data without considering how accurate, complete, or up-to-date it is. We assume that “data is data” and treat it as the ultimate truth. However, in reality, our data can be incomplete, inaccurate, or outdated. This can lead to serious mistakes in ABM.

Why is “dirty data” so dangerous?

• It leads to wrong conclusions. If our data is inaccurate, we will draw the wrong conclusions and make the wrong decisions. We will rely on false information and move in the wrong direction. It’s like deciding to embark on a journey with an outdated map.
• Our actions will be ineffective. If our data is incomplete, we will miss important information and act ineffectively. We won’t be able to properly segment our accounts, personalize content, or engage our clients. It’s like playing football without knowing who our opponents are or how they play.
• It’s a waste of time and resources. Similarly, if our data is outdated, we will waste time and resources trying to contact people who no longer work at the companies we need. It’s like sending a letter without knowing that the recipient moved long ago.
• This will result in a loss of trust. If our data is inaccurate or incomplete, we will appear unprofessional and may lose our clients’ trust. It’s akin to showing up to an important meeting in dirty clothes with messy hair.

So, what should we do with our “dirty data”?

• Check it. Regularly check your data for errors and inaccuracies.
• Fix it. Correct errors and make the necessary changes.
• Update. Update your data regularly. Remove outdated information and add new data.
• Clean. Use data cleansing tools to remove duplicates, fix errors, and standardize data formats.
• Ensure quality. Develop processes and procedures that guarantee the quality of your data.

It’s important to remember that “clean data” is the basis for making the right decisions in ABM. Without clean data, we cannot develop an effective strategy, segment our accounts correctly, personalize content, or engage our customers.

When Data Is Dead Weight

We have become convinced of the importance of “clean” data, and we now have all the necessary information. However, even if our data is accurate, complete, and up to date, we can still make the same mistakes if we don’t use this data to its full potential. It’s like having a refrigerator full of food but deciding to live on bread alone.

We often spend a lot of time and resources collecting data but forget that it is not an end in itself. Data is merely a tool that helps us make the right decisions and optimize our work. If we don’t use the data, it simply sits unused, providing no benefit. So why do we often underestimate the importance of using data?

• No time. We often say that we don’t have time to analyze data. We’re busy with “more important” tasks, such as running advertising campaigns, creating content, and communicating with customers. However, data analysis is actually one of the most important tasks because it allows us to understand what works and what doesn’t.
• Lack of knowledge. We often don’t know how to correctly analyze data or use it to improve our work. We don’t understand which tools are available to us or how to interpret the results. We don’t know how to “read” data.
• There is also a lack of desire. We often don’t want to use data because doing so requires effort, time, and concentration. We prefer to rely on intuition and do what “seems right” rather than what “actually works.” We are lazy when it comes to analysis.
• We do not see the value. We often don’t understand how data can help us achieve our goals. We don’t see how data can help us create a more effective account-based marketing (ABM) strategy, personalize content, and engage our clients. We don’t believe in the power of data.

So, how should we use our data properly in ABM?

• Personalization. Use data about your target accounts to create personalized content. Tailor your messages and offers to match their needs and interests.
• Content. Use data about the content that interests your target accounts to create more relevant and useful content.
• Engagement: Use data about how your target accounts interact with your content to optimize your engagement strategy.
• Optimization. Use data to continuously optimize your ABM strategy. Analyze results and make necessary changes.

Remember that data is more than just numbers and graphs. It is a valuable resource that can help us achieve our account-based marketing (ABM) goals. We must use data as a tool to make informed decisions, develop effective strategies, personalize content, and engage our customers.

Automation vs. Manual Processing: When Do Robots “Blind” Us?

Another important aspect is data processing automation. In the age of artificial intelligence, many marketers rely on automated tools, thinking they can replace manual work. This can lead to mistakes in ABM and is another trap to watch out for.

Why does this happen? Why isn’t automation always our friend?

• Automation can “blind” us. When we rely solely on automated tools, we lose touch with reality. We stop seeing nuances, context, and the specifics of each account. We may start thinking that “robots will do everything for us,” forgetting that account-based marketing (ABM) is about taking an individualized approach and building personal relationships.
• Automation does not understand context. Automated tools can process data, but they do not always understand its meaning. They can “see” numbers, but they cannot “understand” their meaning. They cannot grasp the subtleties of language, emotions, or the motives of our clients. It’s like entrusting a neural network with writing a novel. It can generate text, but it can’t create a masterpiece that touches our hearts.
• Automation cannot always identify patterns. While automated tools can identify patterns in large volumes of data, they cannot always detect subtle, non-obvious patterns that may be important for account-based marketing (ABM). They may miss important insights that lie on the surface but require manual analysis and human attention.
• Automation can lead to “standardization.” When we rely solely on automated tools, we may use standard approaches for all accounts, forgetting that each account is unique and requires a specific approach. We may start doing what “everyone does,” forgetting that ABM is about individuality and personalization.
• Automation does not replace human communication. Account-based marketing (ABM) is not only about data; it’s also about human communication. We must interact with our clients, listen to them, and understand their needs and problems. Although automated tools can help us collect data, they cannot replace human communication, which is the foundation of ABM.

How should we properly use automation in ABM?

• Use automation wisely. Don’t rely solely on automated tools. Use them as assistants, not replacements for manual work.
• Combine automation with manual processing. Combine automated data processing with manual analysis to gain a more comprehensive understanding of your clients.
• Never forget the context of data. Always consider the context of the data. Try to understand the meaning of numbers and charts.
• Look for “manual” insights. Don’t rely only on automated patterns. Look for insights that automated tools may not recognize.
• Communicate with clients. Don’t forget about human communication. Talk to your clients, listen to them, and ask them questions.
• Trust your intuition. Don’t be afraid to trust your intuition. Sometimes intuition can be more accurate than the most precise figures.

Automation is a valuable tool, but it should never replace our ability to think, pay attention, and build relationships with others. Instead, we should use automation as an assistant, not an “autopilot” that takes us nowhere.

Data is Power, but Only in Skilled Hands—and With a Human Heart

We have reached the end of our exploration of the worlds of ABM and data. We examined both as strengths and threats. Like any powerful tool, data requires skillful handling and an understanding of its limitations. Now that we know how easily mistakes can be made, let’s review how to avoid failure and use data to benefit our business.

How can we avoid mistakes and use data correctly, taking into account the role of manual processing?

• Focus on relevant data. Don’t collect everything indiscriminately. Collect only data that is truly important to your business and ABM goals.
• Don’t blindly follow data. Remember that data is merely a tool, not the ultimate truth. Use data to inform decisions, not dictate them.
• Segment accounts. Don’t use the same approach for everyone. Segment accounts based on their needs, problems, and potential.
• Ensure data quality. Regularly check, correct, and update your data. Eliminate “dirty” data.
• Use data to its full potential. Don’t collect data just for the sake of collecting it. Use data to personalize content, engage clients, and optimize your account-based marketing (ABM) strategy.
• Combine automation with manual processing. Use automated tools as assistants, not replacements for manual analysis and human communication.
• Learn and adapt. Constantly analyze your results and adjust your ABM strategy as needed.

Data is powerful, but only in the right hands. If we don’t know how to correctly collect, analyze, and use data, and if we blindly rely on automation while ignoring nuances and context, data can become our worst enemy rather than our ally. Conversely, if we handle data with an analytical mind, attention to detail, and an understanding of human nature, it can be our most powerful tool for achieving success in account-based marketing (ABM).