The Synthio Blog

Discover the latest trends, tricks, and tips in B2B marketing and customer data management with our blog! Stay ahead of the game with Synthio.

You know the feeling when the bathroom faucet begins to leak. It starts as a slow drip, almost imperceptible. After a while it picks up in intensity and frequency until it wakes you up at 3:00 a.m. Then you finally decide to do something about it. Like the dripping faucet, data doesn’t go bad all at once. Rather, it does so slowly and almost imperceptibly: a couple of transposed characters...

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We all know that bad data is, well, a bad thing. But few have stopped to take the time to quantify its economic impact, and the potential revenue upside in creating a regular data hygiene program. These are simple models to follow and will provide a good “back of the envelope” view of the revenue lost or gained. For both scenarios we will use the following assumptions: 100,000 – number...

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Mediocre marketing campaign results Your email strategy is only as good as the data you use to create it. Incomplete, incorrect and inaccurate data is responsible for meager conversion rates, low open and click-through rates, and high bounce rates. According to Salesforce, 62 percent of customers expect companies to send personalized offers. With bad data, personalization is near impossible, and you can forget about segmentation. Poor ROI from MAP and CRM Because of...

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Not long ago, “Big Data” was all the rage. The race was on to collect as much information about people as possible – creating a giant, looming cloud of detail that was nearly impossible to sift through and a challenge (at best) to market to. Today, we have more tools than ever to wrangle that information and use it to present clear, compelling reasons for...

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As professional marketers, we’re counted on to grow the business by delivering actionable leads to the sales team. Without them, the business stagnates and we all know what happens then. Yet even the most seasoned marketer occasionally gives in to the siren song of the “cheap list.” You know the one – 10,000 records for $0.25 per record, plus free replacements for undeliverables. Sound too good to be true? Yep,...

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We all know that it takes more than putting gas in a car to keep it running smoothly. Regular and frequent oil changes, tune-ups, new tires, and the occasional bath are all necessary to keep a vehicle in tip-top shape and running for a long time. Like cars, contact data depreciates quickly. Keeping it maintained and fresh extends its life and value to your organization. Is Data Maintenance the Same...

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According to Demand Generation Reports’ 2018 Database Strategies and Contact Acquisition Survey, 83 percent of respondents reported that old and outdated data was their biggest challenge. Furthermore, 71 percent said that they don’t have time or resources to implement an effective contact data management process. Given that your customer contact data can decay at a rate of 30 to 70 percent a year, it’s easy...

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What’s the value of marketing analytics these days? So high, apparently, that companies plan to increase budgets for it over the next three years by 198%, according to a recent CMO survey. There’s little doubt that marketing analytics offers a treasure trove of customer information and performance insight critical to overall business success. Which is why you’d think that managing marketing data with existing tools like...

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Deep Personalization Can Supercharge Marketing Campaigns

If your marketing isn’t personalized, you’re not really marketing.   A bold claim? Maybe. But consider the following:   74% of surveyed marketers see an average 20% increase in sales with targeted personalization. 75% of consumers like it when brands personalize their messaging and offerings, and 74% become frustrated when content is not relevant to them. Emails that include the first name of the recipient in the subject...

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data appending best practices

There’s an old saying that cleanliness is next to godliness. And in few places is that truer than in today’s marketing landscape. The most successful marketers — the ones who best and most frequently engage their target audiences with outstanding content — rely heavily on all kinds of data to determine what information to send, to whom, and when. Of course, their success hinges heavily...

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