Category Archives: B2B

Which apps are you using to power your marketing operations?

Most teams collect and use data in their CRM as well as several marketing apps, such as an email marketing tool and automation software.

These apps enable you to streamline operations, bring in more leads, and carry out effective marketing campaigns.

However, do they work together and exchange data about your marketing leads and customers, or do they operate in silos?

If you take away one thing from this post, make it this:

Your marketing apps are strong independently, but they’re most powerful together.

As a marketer, the most impactful sync to set up is betweenyour CRM and marketing apps.

This sync has the potential to enrich data in your marketing platforms, amplify possibilities for segmented and personalized communication, and boosts performance. It also sets you up foralignment with sales.

Fortunately, it’s never been easier to connect your CRM with your marketing apps using an iPaaS (Integration Platform as a Service).

This connects your organization’s business tools and lets data flow to all the right places, rather than stagnating in silos.

Read on for our rundown of how to easily get started connecting your CRM and marketing apps.

Reasons to Connect Your CRM and Marketing Apps

If you have a disconnected marketing stack and your tools don’t play nicely together, you will be able torecognize some of these common problems:

• You struggle to find the most up-to-date and reliable marketing data.
• Reliable marketing data doesn’t even exist.
• Your data quality is affected by duplicate contacts.
• Your apps have data gaps or conflicting information.
• Your sales team complains about not having enough understanding of leads.
• You have to repeatedly export and import CSVs to get a full picture of your customer data.

Your marketing stack will look like this, with your data sitting firmly in each app:

To fix these problems for good, your apps need to talk to one another in a two-way sync. You can map out how you want to sync information fields across apps, ensuring that each contact property is correct in every app.

This is different from most native integrations offered by your apps because it creates a two-way, highly customizable sync.

By connecting your CRM database and marketing apps, you can:

• Create the most personalized email campaigns and workflows with segmentation data from your CRM.
• See the latest data in every app and keep a 100% updated email list.
• Avoid duplicate contacts.
• Make sure subscription status is instantly reflected across all apps.
• Fix and avoid data silos between teams.
• Stop relying on CSVs for contact management.
• Deliver marketing qualified leads in real-time to your sales team in the best app for them.

With effective syncs in place, your marketing stack will look more like this:

Much better, right?

Tips for Syncing Data Between CRM and Marketing Apps

With integration tools like a two-way sync, you don’t need any special tech skills to start connecting data in your CRM and marketing apps.

To get the best results, here are a few of our tips:

• Createa two-way sync when you want to keep the same data in both apps and update any changes in real-time.

• Sync tags, labels, and list memberships between your apps to allow for the bestsegmentation and personalization in either app.

• Clean up your data between connecting your apps and follow our pre-sync guidelines.

The amount of data in the world is growing exponentially. By the time you finish reading this page, 90 million texts will be sent and received. 350,000 Instagram posts will be uploaded. 1.2 million Skype calls will be made. 21 million GB of traffic will be received on the internet.

Big data is everywhere, from the Netflix shows we watch to the social media we browse. But did you know that big data can also benefit your small business?

61% percent of companies say that big data drives revenue because it delivers deep insights into customer behavior. With this valuable intelligence, you can delve deeper into the collective psyche of your customers — and find out what consumers really think.

Imagine you could guess what customers purchase — and when and how. Big data isn’t a crystal ball, but it can certainly help you make smarter, faster decisions about the future of your business.

What is big data?

In the simplest of terms, big data is “big” amounts of data. It can be structured, unstructured, or semi-structured. It can be collected and shared and analyzed.

Big data is all of the information that we create. Emails. Texts. Tweets. TikToks. It’s data that passes from digital devices to routers to servers to clouds and back again.

To quote the famous computer programmer, Daniel Keys Moran:

“You can have data without information, but you cannot have information without data.”

Here’s a helpful definition of big data from Investopedia:

“Big data refers to the large, diverse sets of information that grow at ever-increasing rates. It encompasses the volume of information, the velocity or speed at which it is created and collected, and the variety or scope of the data points being covered. Big data often comes from multiple sources and arrives in multiple formats.”

Big data isn’t perfect, but it’s one of the most powerful weapons in any marketer’s arsenal. Leverage big data in your small business, and you can move more customers through your sales and marketing funnels. It’s as simple as that.

Here are some eye-watering facts about big data:

• Big data could add more than 4.4 million jobs to the American economy over the next two years.
• Humans generate 2.5 quintillion data bytes every 24 hours.
• Google processes more than 40,000 search queries every single second –that’s 3.5 billion searches a day, or 1.2 trillion a year.

The Benefits of Big Data For Small Businesses

It’s important to note that big data on its own won’t do much for your organization. However, the right technology systematically extracts large data sets from various sources so you can find patterns, trends, and correlations in this data.

The best analytics tools provide you with deeper insights into your business operations and replace many of the manual methods associated with data analysis.

Read on for some of the main benefits of using big data in your small business.

1. Cuts Costs

Big data can have a significant impact on cost-cutting in your organization by identifying expensive processes and redundant workflows. With the latest data, you can find areas of your business to scale up or down. This can have long-term financial benefits.

2. Improve Customer Service

Big data drives better customer service. With real-time insights into your customer base, you can discover how consumers think and behave – and make changes to your business as a result.

Personalized customer service derived from big data analytics will help you engage with customers on a deeper level and provide customized service that drives sales.

“Big data is poised to help marketers reach and engage customers and prospects in ways that businesses are only now starting to understand,” says business journalist Allen Bernard, writing for CIO.com. “Enterprises that don’t embrace analytics may soon see embattled customers voting with their wallets.”

Customer service is more important than ever, and more small businesses are using big data to retain consumers. Why? Just a 5% increase in customer retention generates more than 25% of profit increases.

3. Identify (and Solve) Problems

With big data, you can finally answer all those nagging questions: why do customers abandon their carts? When are customers likely to make a purchase?

Data analytics tools can give valuable insights into customer behavior as they move through your funnels.

Although data analysis isn’t an exact science, it provides you with the tools you need to solve a wide range of complex problems in your small business. As well as tracking customers, you can solve issues associated with suppliers, investors, and other clients. With real-time reports, you get a 360-degree overview of your business, and you can make smarter decisions going forward.

4. Increase Revenue

Big data increases revenue in various ways. Analytics provide you with in-depth intelligence into the customer lifecycle, and you can identify new ways to encourage sales.

Good data might give you the confidence you need to launch a new product or diversify your business, and this could prove lucrative.

On average, companies that incorporate big data into their business generate a profit increase of 8%. Do the same, and it could be the best investment you make in your small business this year.

“Most people used to think that big data was only for big business. But, as time goes on, it is clear that this technology is for everyone,” says Entrepreneur.

5. Team Management

Big data also makes it easier to manage the team in your small business. You can identify employees that provide you with the most value, for example, or employees who require additional resources or training. This is because analytics systems generate insights that help you increase productivity and keep employees happy.

“The value that big data brings to managing employees is in identifying and analyzing the relationship between engagement and retention,” says employee engagement website Hppy. “How and why people are engaging with what they do, how does that translate into the business metrics, and what you can improve to retain them.”

Combined with a great team culture that inspires engagement, the tech stack you use can make all the difference when it comes to managing your team. With an Integration Platform as a Service (iPaaS), you can connect your cloud-based apps for enriched data and the broadest range of insights.

How Small Businesses can Leverage Big Data

Remember: big data is only one slice of the pie. It’s the processes and solutions that collect, store, and analyze all your data and you should act on these that best serve your business.

So, how can your small business leverage big data for the best results?

Use your CRM intelligently.

You probably already use a CRM to manage your customer information, but you’re not necessarily getting the best results from the data inside it.

Before diving into other analytics tools, fully explore the data you already have in your CRM. Here are some valuable questions to ask as you do so:

• What do we know about the people we serve?
• How can we leverage this data to deliver the most value?
• How can we use this data to provide a more personalized experience?
• What automation and new processes can we power with this data?

Explore other analytics solutions.

A CRM can only tell you so much about your prospects and customers. With big data analytics solutions, however, you can analyze all the data inside your CRM (and other programs in your tech stack) and find patterns in all this data.

G2 Crowd shortlists some of the best big data solutions on the market, including Azure Databricks and Splunk.

However, if you want a more accessible data strategy, start with the apps you already have and look into a platform such as Clearbit to help fill the gaps in your data and enrich what you know about your contacts.

Big data software needs to be user-friendly and flexible enough for everyone on your team who manages data. It also needs to be tailored to your budget and requirements. As a small business, you likely won’t benefit from a data program designed for the world’s biggest multinationals.

Integrate your data.

Any data solution is only as good as the data it uses, and out-of-date and inconsistent information won’t provide you with any useful insights. You need to make sure your data is synced and integrated.

By deploying an integration solution, you can keep your contact database consistent and up-to-date between apps in order to ensure your customer data is well-integrated across your app stack. You can sync contacts in real-time and streamline contact management.

Create insightful reporting.

Once you have interesting data at your fingertips, you need a way to visualize it. With clear reporting, you can easily make deductions and share your insights with other team members and stakeholders.

Act on your data.

Once you have useful data in your business, what can you do with it? The short answer: automation, personalization, and customization.

Here are some of the most impactful ways to take advantage of big data as a small business:

• Personalize your emails
• Segment your email lists
• Use SEO research to influence your content strategy
• Use dynamic or smart content on your website based on device, geography, lead status, or other properties to customize content
• Send the most relevant content to a prospect based on their preferences
• Trigger internal workflows based on customer actions to provide the best service
• Create A/B tests for emails and automatically send the best content
• Pivot your company or team strategies to match what’s performing best
• Deliver the most relevant advertising and channel your spend to top-performing channels and campaigns
• Automatically organize contacts into the most relevant groups and lists in your CRM

Big data can benefit your business in various ways, from increased sales to better team management.

However, you need to leverage all this data properly to optimize your workflows and grow your small business to its full potential.

Regardless of the big data processes and tools you choose, it’s important to keep your contact database up to date. Otherwise, you’ll be limited in the results you can get from your customer data.

Proper contact management is essential to keep your business productive and organized. But while technology offers countless solutions to effectively manage contacts at scale, without good processes your contacts can get messy very quickly.

Without proper planning, centralized administration, and automated syncing, contacts end up being spread across multiple email accounts and other databases. When your contact management processes break down, some team members may be tempted to go back to paper or DIY solutions, noting down contacts on sticky notes where they inevitably end up getting lost or mislaid.

With the extra work required to find the right data and tidy things up, it’s not a recipe for productivity for anyone.

Fortunately, with the optimal blend of process and technology, you can improve access to this mission-critical information across the board.

Here are five tips to improve your organization’s contact management systems for the smoothest operations, productivity, and reliability.

Contact Management Best Practices

1. Clean your data.

The digital universe is huge and continues to double in size every two years. A lot of this data, however, is of no use to anyone.

With so-called big data, the biggest challenge lies in determining which data is valuable and which isn’t. When it comes to managing your contacts, bad data includes that which doesn’t help you deliver the right message through the right channels.

Examples included duplicate, outdated or incorrect contact information, as well as contact details you’re not supposed to retain due to privacy legislation like GDPR. That’s why you need to make sure your contact data is properly cleaned and organized before making any major changes to your contact management processes.

For organizations that have thousands of contacts, it’s practically impossible to clean contact data manually. Instead, you need a smart system for unifying multiple data sources and getting rid of any duplicate, incorrect, or outdated information.

Merging contacts without losing critical data is especially important, which you can achieve by smartly syncing different databases while enriching contact records, instead of keeping information from just one source.

2. Use a centralized database.

Contact data plays a vital role in every department of every business. The challenge here lies in the fact that different departments collect contact details in different ways.

Sales teams typically organize their data in a CRM, while marketers collect data like email addresses via lead gen apps and email marketing platforms. Other departments, like HR and support, have their own systems for managing contacts as well.

Contact management becomes exponentially more complicated in larger businesses where different branches adopt different tools and platforms which don’t always work well together.

To alleviate these problems, you’ll need a centralized database that all the right people have access to.

For very small businesses, a digital address book like Google Contacts or Microsoft Outlook might be just fine, but that’s not going to work for larger companies.

When you have dozens or even hundreds of employees, it’s easy to end up having your contacts spread across multiple apps, hence the need for a cloud-based CRM such as HubSpot, Pipedrive, or Salesforce as the central source of truth in your tech stack.

But a CRM itself doesn’t necessarily solve the problem — you’ll need to keep all your data synced by establishing the necessary app integrations between your CRM and the rest of your business tools.

3. Segment your contacts.

Unless your organization has a very niche audience, there’s no point in sending out the same message to everyone on your mailing list. Even if your business does cater to a broadly similar demographic, you may still need to group contacts into existing customers, leads, internal contacts, suppliers, partners, etc.

Audience segmentation is one of the most powerful tactics for email marketing. Segmenting your mailing lists and using personalization increases open rates, click-throughs, and conversions, simply because the email will be more relevant to your audience.

The optimal way to segment your mailing list depends entirely on your business and the sort of people it caters to. For example, you can send tailored newsletters to your audience with blog posts that will be more relevant to them based on their interests or previous interactions with you.

Some businesses segment their lists based on demographic attributes. Others group their audiences based on when, where, and how they signed up. Others target people who have already purchased a specific product or added one to their wishlist. You can also use a combination of these tactics depending on what works best for you.

4. Prioritize security.

Protecting your contact data and enabling your customers to trust you is one of the most important aspects of contact management.

Even if data such as names and email addresses aren’t always considered sensitive information, they are absolutely subject to data protection and privacy laws such as GDPR or CCPA.

This means that you need to take every necessary step to prevent your mailing lists from being exposed to spammers and cybercriminals — and only using the data you have in ways that your customers have explicitly agreed to.

You’ll also need to implement an opt-in that lets subscribers give their explicit permission for you to send different kinds of emails, including marketing communications. All of the major email marketing platforms — such as Mailchimp or SendGrid — offer full compliance with data protection regulations.

Not only will this help ensure that you stay on the right side of the law, but it will also help you build a high-quality mailing list with contacts who actually want to hear from you. Trust, security, and privacy should be integral to your contact management strategy from the outset.

5. Sync your data.

Maintaining customer data across a variety of cloud-based apps and services can be a daunting task. But a centralized and synchronized database solves that.

While it’s always a good idea to limit the number of apps you use in your business to just the necessary tools to get the job done, you’ll still likely end up with dozens of tools.

For example, you might be using Mailchimp to conduct your email marketing campaigns, HubSpot for your CRM, Zendesk for customer care, and ClickSend for SMS marketing. All these apps collect contact data in different ways, so you end up with lots of different databases that take a lot of time to manage separately.

Automated contact syncing keeps everything in check between your business apps and devices. It does this by keeping the right data in sync between all of your business tools.

This also helps you maintain a central database where all your contacts are readily available to everyone who needs them. By syncing your apps, you empower every team in your business with easy access to critical data. That way, employees will be better positioned to focus on strategic tasks and stay productive rather than spending their time on tedious and repetitive manual processes.

Over 59% of marketers say email is their biggest source of ROI. Email marketing is one of the most powerful ways to engage your contacts and nurture them to becoming long-term customers, one email at a time.

But how can you get the best results from email marketing?

Some of the best practices for effective email marketing include:

• Personalization and segmentation for the most tailored messages
• High-quality content that delivers value with every email
• A/B testing emails, especially workflows, to refine your messages
• Not sending emails too often, nor forget to send them for so long that your contacts forget who you are

But to be in the best position to increase your email marketing conversions and get the highest ROI, there are many valuable tools worth adding to your marketing stack. We’ve compiled 10 of the best to get started with.

10 Tools to Get Better Results From Email Marketing

1. Email Marketing Service

Getting more email conversions starts with an email marketing tool you love using. This could be part of your CRM or a standalone tool, but it needs to be a tool that you can get the most out of.

Some of the best email marketing tools to compare when you’re starting out are Mailerlite, Sendinblue, and Mailchimp.

When you’re choosing the best email marketing tool for your business, start with free trials and compare your shortlist of services on:

• User Experience – Do you like using the app and find it intuitive?
• Functionality – Does it include well-designed drag and drop templates if you need these? What about easy-to-use automation and A/B testing tools?
• Price – Does it fit your budget?
• Integrations – Does it sync with your other favorite apps?

2. Data Enhancer Tool

With personalization comes conversions. To craft the most personalized emails and get high engagement rates from your messages, use a data enhancer tool that increases your scope for personalization.

Clearbit allows you to enter an email address or corporate domain and receive useful data from over 250 sources on 85 unique data fields, including company sector, job title, and more.

3. Marketing Automation

Are you using marketing automation yet? This enables you to automatically send the right emails to the right people at the right time, which is one of the best ways to increase conversions from email.

Some of the best marketing automation tools for small businesses are:

• ActiveCampaign – its goal is to provide “true marketing automation”
• HubSpot – CRM with automation for internal workflows and external communication
• SendinBlue – a powerful email provider with built-in email automation features
• Mailchimp – the most popular email marketing service is now all-in-one marketing software

4. Inbox Tool

With your current tools, can you check if a particular contact has opened your email? What about scheduling messages to send at a specific time? With tools like Boomerang for Gmail, you can easily see if your emails have been opened.

Many CRMs also have inbox sync — including Copper, which is built for G Suite and works inside your inbox.

5. Landing Page Optimization

To increase your email marketing conversions, think about the pages where you want your contacts to convert. Are they fully optimized? Take time to check if every page you link in your emails is high-quality, user-friendly, and has a clear CTA that’s a logical next step from the email content.

To maximize the conversions you get, use a landing page tool like Unbounce to build the most user-friendly page with an effective CTA.

6. Email and Conversion Analytics

How much data do you have on the emails you send? By collecting data throughout the funnel, you’re in the best position to identify and fix any leaks that are losing you conversions.

For email marketing that converts, some valuable data to inform your strategy is:

• Email sends, opens, bounces, clicks
• Conversion rate on landing pages
• Revenue, time to close, and ROI from email marketing contacts and customers

7. Email Verification and List Cleaner Service

Reviewing your performance data after sending a campaign is all well and good, but what if you could check key information before sending to increase results?

With a tool like DataValidation, you can quickly see the percentage of deliverable and undeliverable email addresses on your list prior to sending. This is a great way to eliminate bounces, improve email marketing conversions and boost ROI.

You can also sync DataValidation two-ways with the rest of your tech stack to remove undeliverable emails from all tools.

8. Calendar Scheduling App

What does conversion look like to your business? If it’s booking a time in your team’s calendar, such as for a demo call, maximize the number of meetings set with a calendar scheduling app.

With a tool like Calendly, you can include links in your emails that enable qualified leads to quickly book a meeting at a time that suits both of you.

9. CRM System

The businesses with the best operations tend to have a CRM that their team likes using and can rely on. Your CRM increases email marketing conversions by helping you send the right content to the right groups of people, maximizing the chance that they’ll respond to the CTA and convert.

To get the best results from your CRM, make sure that all of your contacts from all apps are synced to it as well as your mailing list. Make sure the right segmentation and data are synced too, like original source, business information, and up-to-date contact details.

10. Two-Way Data Syncing

To get better results from email marketing, look at who you’re sending to. Are all contacts who have opted in across all apps in your mailing list? You might be missing email addresses from your webinar tools, personal inbox, or other lead gen tools.

To make sure that every single contact is synced to the right place, use a two-way data sync to connect your data between apps and have every piece of data exactly where you need it.

So you’ve decided to grow your business. You might already be thinking about best practices to avoid common pitfalls when scaling. But this doesn’t mean that your business will be immune to challenges.

The best strategy for growing businesses is to be aware of common problems so you can prevent them or fix them fast.

Here are seven of the most common growth problems faced by small businesses and the best ways to prevent and solve them.

7 Challenges for Growing Businesses

1. Your earliest employees are unhappy.

The Problem: While working for a growing business sounds good in theory, some of your earliest employees might start to show signs they’re unhappy. Why do things have to change? Why can’t we all sit around the same meeting table anymore? Why can’t I chat with the CEO whenever I need to?

How to Avoid It: If your longest-standing employees are unhappy, your team culture has likely changed and they would like things to remain the same. This is hard to avoid completely, but there are some things you should keep in mind.

Pinpoint what is important to your team culture — although this will change with time, there will be some aspects you want to protect as you grow. Also, make efforts to keep the same levels of transparency and communication you’ve always had.

How to Fix It: Increase your business’s transparency and communication with employees as you grow. But also realize that not every employee is right for every stage of your business’s journey. Some people prefer small startup teams, others prefer corporate and enterprise environments. Do what you can, but understand if it’s time for some early employees to move on.

2. You’ve outgrown your tools.

The Problem: The tools you chose when your business was just starting out don’t cut it anymore. You’re running into problems with your apps, maxing out plan limits, and you know you need to make some changes.

How to Avoid It: Take a good look at your tech stack before intentionally scaling up your business. Will your most important tools (including your CRM, email marketing provider, and accounting software) offer what you need as you grow? Will you be able to upgrade your plan, or is the only option switching to another provider? Save time and money in the long run by making these decisions early on.

How to Fix It: Take time to look at your tools and audit what needs to go, change, or be added. We’ve compiled our recommendations of the best SaaS tools to get you started.

3. You’ve hired too fast.

The Problem: With budget in the bank, you’ve done what many growing businesses do: increase your team size. But a few months down the line, you might be thinking you’ve hired too fast. Your cash flow might be in trouble, productivity might be dwindling while new employees are trained up, or your team culture might be suffering.

How to Avoid It: Hiring too fast is one of the biggest business expansion problems — and it’s one you really want to avoid instead of fixing. Don’t grow your team more than is truly necessary and validate every addition to the team.

Remember to learn from other startups’ mistakes and avoid over-aggressive growth choices and risk appetites. You can also follow our guide to scaling your small business successfully.

How to Fix It: If you’ve hired too fast and you need to make some tough decisions, don’t delay making them but do it with heart and empathy. Be transparent about what went wrong.

Buffer opened up about the most difficult decision for its business so far: making 10 layoffs and saying goodbye to 11% of the team after it started to burn cash instead of being cash flow positive.

Buffer attributed this mistake to over-aggressive growth choices and moving into a house it couldn’t afford, said CEO, Joel Gascoigne:

“We thought we were being mindful about balancing the pace of our hiring with our revenue growth. We weren’t. One of our advisors gave us an apt metaphor for what happened: We moved into a house that we couldn’t afford with our monthly paycheck.”

As well as making 10 difficult layoffs, Buffer got its cash flow back in the green by cutting founder salaries by 40%, discontinuing two employee perks, cutting sponsorship budget, and canceling a team retreat. It ripped the band-aid off quickly and are very conscious of avoiding similar mistakes.

4. Budget has doubled but not your results.

The Problem: We’ve doubled the team, why haven’t we doubled the results? We’ve multiplied our spending, why don’t we have more customers? Whether it’s you or your investors asking these questions, it can be difficult to find answers.

How to Avoid It: Scale slowly. Make gradual improvements and investments and keep your finger on the pulse of your business’s core financial metrics.

Following a slower growth philosophy and maintaining nimble teams can keep your business more productive than making large hiring rounds that disrupt your team’s flow and require time-consuming onboarding.

How to Fix It: Slow down and look at what’s gone wrong. Has productivity gone down? Are you burning way too much cash? Have you hired the wrong people? Or were you just too optimistic?

Get clear on what the real issue is and decide how best to pivot your growth strategy.

5. You’re spending too much time on coordination instead of actual work.

The Problem: Hiring people should free up your time, right? Eventually, yes… but usually not at first. Onboarding new employees is one of the most time-consuming tasks for any business.

How to Avoid It: This is another business growth problem that’s best avoided by growing cautiously. By hiring more gradually, you and your team will have more time and energy for onboarding new team members.

How to Fix It: If you or your business’s management team are spending every minute managing people instead of focusing on your “real work,” look at your processes.

Identify where the inefficiencies are and understand what needs to change in your strategy, leadership team, and business tools. What are you wasting time on?

In an interview with First Round Review, Bob Sutton, organizational behavior expert at Stanford’s School of Engineering, shares that scaling is often about less, not more:

“Scaling is actually a problem of less… There are lots of things that used to work that don’t work anymore, so you have to get rid of them. There are probably a bunch of things you’ve always done that slowed you down without you realizing it.”

6. Departments are becoming less aligned.

The Problem: You once sat together around a table, but now your team has multiplied. Your sales team has their own meetings while marketers talk amongst themselves. And, data silos have started to set in.

How to Avoid It: Scaling a business successfully requires excellent communication and collaboration. Keep your departments working closely together, maintain individual accountability for overall business goals rather than just departmental numbers, and make sure you synchronize your tools transparently.

How to Fix It: No surprises here; you solve unaligned teams by increasing alignment. This means more face-to-face time, collaborative tech tools, and cross-departmental projects. Also, make sure your data is in sync to fix silos.

7. Contact management is getting messy.

The Problem: As your business is using more apps than before, the number of contacts in your database is multiplying fast. And, they’re not even close to being organized.

How to Avoid It: The most effective way to prevent and fix messy contact management is with a two-way data syncing tool. By setting it up, you can quickly align contacts across all of the right apps, with exactly the right data and segmentation synced between tools.

How to Fix It: It’s never too late to introduce two-way syncing and restore order to contact management. You can also use this as an opportunity to do a contact clean-up and get a clearer picture of your leads and customers.

“The best laid schemes o’ mice an’ men / Gang aft a-gley,” wrote Scottish poet Robert Burns. Even the finest, most well-thought-out plans sometimes have to be set aside for reasons outside of your control.

During times of uncertainty, one of the most important traits for any business to have is flexibility.

With a willingness to adjust plans, divert from the original strategy, and make small or large pivots, your business can be more resilient during stormy weather.

If your business is facing uncertainty and the road ahead is unclear, here’s how to add more flexibility to your plans, projects, and strategy to help you get through it.

How to Make Your Business Flexible During Uncertainty

Accept what you need to postpone or change.

If the landscape your business exists in has suddenly changed, you will need to make changes inside your organization, too. That’s especially the case if you need to tighten budgets and make sure it’s spent in the places with the highest return.

Take a look at all of the projects in your pipeline and assess what really needs to be prioritized right now, what can be postponed, and what can be discarded.

Encourage each department in your business to ask:

• Is now the best time for the projects we are focusing on?
• Should we adjust our content and communications to deliver the most value to our audience?
• Is our budget in the right place, or do we need to change allocations?
• Would team members offer the most value working on different priorities?
• What pivots should we be making?

If your business is experiencing higher levels of churn or lower profits, you may also need to reassess some goals during times of prosperity or at least adjust expectations.

Identify where your focus is most valuable.

After you have reassessed the projects that your business is working on, it’s time to look at your own to-do list.

Ask yourself: where can I add the most value with an hour, a day, a week, or a month of focus?

Even if you can’t forecast the future, you can think about what’s the most valuable way to spend your time right now. Make sure your agenda is aligned with the tasks that matter most instead of the busy work that’s landed on your desk.

Maintain transparency with your team.

When your business or industry is going through some turbulence, it’s more crucial than ever to maintain strong communication with your team.

To sustain the trust that’s essential for a focused and happy team, make sure that leadership is honest and transparent about where your business stands right now, key goals for the upcoming period, and what the current challenges are.

A transparent and engaged team is essential for a resilient business that can endure times of change.

Embrace different working styles.

Building a resilient and flexible business requires a willingness to do things differently than you have done before. You may need to embrace new ways of working instead of stubbornly saying “but this is how we’ve always done things.”

This can include adapting to different working styles, such as remote work — which might even be a necessity to a lot of businesses. To help your team adapt to remote work, think about team-wide policies you can introduce to encourage better focus, well-being, and productivity.

These can include:

• Introducing remote-friendly apps for video calls
• Adopting a company-wide communication tool such as Slack
• Scheduling remote meetings to catch up with your team and share information
• Encouraging team members to focus on their mental health and well-being

Reinforce the foundations.

If your business is less busy with new leads and projects, it’s a good time to focus on strengthening the foundations so you’re in the best position when things start to pick up again.

Look at the important tasks that are often overlooked, for example, improving contact management processes or introducing automated workflows to make your team more efficient.

You could also use this as a time to look at your tech stack and identify weaknesses and areas for improvement.

Some questions to help optimize your tech stack include:

• Which apps are we paying for that don’t add value?
• Could certain apps be replaced by free tools?
• Do we have any overlapping tools?
• Where are there opportunities to integrate data between apps to increase productivity?

Facing times of uncertainty is challenging for any business, but the right amount of flexibility and resilience can help your organization weather the storm.

You’ve decided to become a freelancer. You’re the boss of your own time, your business, and the projects you choose to work on. There’s a lot going on, from finding new clients to managing your workload. The truth is… you kind of have to do everything, especially when you’re just starting out.

To maximize your chances of success, one of your first decisions as a freelancer is how to manage your processes – especially your invoices, accounting, clients, and projects.

To find, retain, and receive glowing reviews from clients, you need an efficient and scalable way to stay on top of invoicing, accounting, time tracking, and client management. Otherwise, it’s all too easy to neglect the billable tasks that build your business and always be playing catch-up.

After a lot of testing, here’s our pick of the best freelancer apps to manage your business and prime your freelance career for max results.

7 Best Apps for Freelancers in 2021

1. FreeAgent

FreeAgent is a popular, all-around accounting tool that tracks your time, manages projects, sends invoices, and preps your tax return. It’s especially powerful for freelancers and small businesses in the UK.

Although FreeAgent’s user experience is a bit more old-school than some of the other apps for freelancers in this post, it works remarkably well in a huge range of use cases.

If you’re paid in multiple currencies and use an app like TransferWise to receive and convert money, FreeAgent provides an easy way to streamline accounting. It’s simple to invoice clients in the right currency, then record payments in that currency and instantly convert to your home currency, too.

As FreeAgent connects to many popular banks, it’s easy to automatically add expenses made on a business card. Or, you can import a CSV of bulk expenses.

On the FreeAgent dashboard, there’s a quick overview of all of your freelance business’s key metrics at a glance:

FreeAgent has separate websites for the UK, the US, and the rest of the world to give you the most relevant information. For FreeAgent users in the UK, you can use the software to prepare your Self Assessment forms and view a handy timeline of your tax estimates at any time of year.

FreeAgent could be the best freelancer software for you if:

• You’re based in the UK and want built-in Self Assessment and tax timelines
• You get paid in several currencies

2. Xero

Xero is one of the most popular accounting systems on the market, offering freelancers a higher-end solution to manage their pipeline and accounts.

Along with QuickBooks, Xero is one of the most popular accounting tools on the market. It’s extremely user-friendly, beautifully designed, and is perfect for freelancers planning to scale up their business in the next few years. You can just switch to the next plan whenever you’re ready for more power from Xero.

Xero is laser-focused on saving you time as a freelancer – connecting directly to your bank, creating and following up with invoices at speed, and integrating with your favorite business apps. With Xero’s Hubdoc data capture and automatic entry tool, you can cut paperwork clutter and save even more time.

As a freelancer, you can choose between Xero’s three plans: Early ($9/month), Growing ($30/month), and Established ($60/month). However, we recommend the most expensive of those three tiers – the Established plan – as this is the only plan that includes multi-currency, time tracking, and project cost tracking features. 

Xero is also valuable for freelancers with a growing retail business. The accounting platform seamlessly connects with leading ecommerce apps for point of sale transactions (such as Square), inventory (such as CIN7), as well as payment systems like Stripe and PayPal.

Xero could be the best freelancer software for you if:

• You want strong native integrations with your other favorite apps
• You want instant bank reconciliation for transactions
• You want retail app integrations
• You have an accountant who is a Xero partner

3. QuickBooks Self-Employed

QuickBooks is the market leader in accounting software and a great fit for many small businesses, although freelancers can find it hard to find the perfect plan.

If I ask you to name an accounting software, there’s a high chance QuickBooks will spring to mind. With QuickBooks Self-Employed, freelancers can access a lighter plan than the most popular cloud-based product (QuickBooks Online) offers.

However, QuickBooks Self-Employed has its limitations. Although you can send and track simple invoices, track mileage, and separate business and personal expenses, there’s limited scope for customization and no time tracking functionality in this plan. For this, you’ll need to choose a QuickBooks Online plan for small businesses instead.

Once you choose a QuickBooks plan, your freelance business is in a great position to scale: you can switch plans and products as and when you need to.

QuickBooks is also one of your best choices if you want a wide range of integrations and a comprehensive feature set.

QuickBooks could be the best freelancer software for you if:

• You’re planning on scaling your freelance business in the next few years or becoming an agency
• You want strong native integrations with your other favorite apps
• You want instant bank reconciliation
• You have an accountant who is a QuickBooks partner

4. Cushion

Designed to give freelancers a clearer view of their workload and availability, Cushion improves cash flow while offering strong invoicing and time tracking features.

Cushion promises “Peace of mind for freelancers,” providing beautiful UX and unique features to help you avoid taking on too much work. It’s easy to visualize future workload, earnings, expenses, and invoices, so freelancers can anticipate their financial situation ahead of time.

Where Cushion shines is as an app for freelancers to stay on top of their workload, improve cash flow, and find valuable balance. It’s also easy to track time and invoice clients with the app.

However, you’ll need to use another app to manage core accounting needs such as compiling expenses and income for the tax year. Cushion handily integrates with FreeAgent, FreshBooks, and Xero to enable this.

Cushion could be the best freelancer software for you if:

• You don’t need comprehensive accounting software right now, or you have another system that syncs with Cushion (FreshBooks, FreeAgent, or Xero)
• Your goal is to have a clearer view of your workload and avoid taking on too much work

5. FreshBooks

As a powerful all-in-one small solution for business accounting and invoicing, FreshBooks is a simple but mighty software choice for freelancers and entrepreneurs.

FreshBooks has a great all-around feature set while still being simple to use. For the $15/month Lite plan, you get unlimited customized invoices, expenses, time tracking, estimates, online card payments, and bank transfers. You also get insightful Tax Time reports.

With the Plus plan (from $25/month), you can add more automation to your freelance business, such as with scheduled late payment reminders, recurring invoices, and late fees. You can also access client retainers. The Premium plan is for growing businesses that need to manage up to 500 clients.

FreshBooks could be the best freelancer software for you if:

• You need time tracking functionality at a low price point
• You want unlimited invoices, estimates and card payments
• You prioritize simplicity and ease of use

6. AND.CO

AND.CO is a powerful all-in-one tool for freelancers to manage and grow their business. The platform was acquired by Fiverr in 2018.

AND.CO is an excellent fit for freelancers who are just getting started. Self-titled as “the one app to run your freelance business or studio,” over 300,000 businesses use AND.CO to send proposals, invoice clients, get paid, and manage their time, expenses, and tasks.

Once dubbed “free forever,” AND.CO changed tack and introduced paid plans after being acquired by Fiverr in 2018. You can still get started with its free plan, but this only supports one active client – which isn’t going to cut it for most freelance businesses.

For $18/month, you can manage unlimited clients, remove AND.CO branding, edit contracts, and pay 2.9% + 30 cents for online payments. You can also connect up to six bank accounts to keep track of when invoices have been paid.

AND.CO neatly integrates with your other favorite freelance apps, including Mailchimp, Spotify, and Stripe.

Extra tip: For extra value from AND.CO whether you’re a customer or not, listen to The Six Figure Freelancer audio course for free. AND.CO opens up the mic to top professionals who share their formulas for success in starting, growing, and maintaining six-figure freelance careers.

AND.CO could be the best freelancer software for you if:

• You want to manage unlimited clients
• You don’t need advanced accounting features
• You want a simple user-experience

7. Wave Accounting

Financial software that offers freelancers the most value at the lowest price point – you require exactly zero budget to get started.

Wave is a very popular tool for freelancers for good reason – it’s free. The financial software for entrepreneurs offers the core accounting, invoicing and receipt scanning features you need to make running your freelance business a breeze. You can pay-per-use for access to online payments if required.

Here’s a glimpse of the Wave integration with Stripe to track cash flow, profit and loss, and overdue invoices:

Wave could be the best freelancer software for you if:

• You have a limited budget and are looking for a free app to manage your freelance business
• Your focus is on invoicing, basic accounting, and receipt scanning
• You don’t need to track mileage, time, or inventory

Want to streamline your processes even more? A two-way data sync solution keeps data flowing freely to the right places in your small business, from your freelance management tool to your email marketing provider and CRM.

Old email addresses, duplicate contacts, misspelled names… these are the bane of your marketing and sales efforts.

After all, your CRM and marketing tools are only as strong as the data you’ve got in them. If you have poor-quality data in your databases, you’re setting up to fail in your sales and marketing initiatives. Your customer data is the most valuable asset your organization has, so it’s important to ensure it’s serving your business’ bottom line as much as possible.

A solid data quality strategy will not only save you hours of janitorial work, but it makes sure your data is trustworthy – which means that any insights you gain from this data are much more accurate and useful for your business.

So, to help you figure out how to have the best possible contact data in your business databases, we’ve put together four tips to clean up your data.

How to Clean Up Your Company’s Data

1. Get rid of duplicate contacts.

Duplicates are usually caused by two things: inconsistent data entry and multiple channels that capture contact information. There are tools to help you remove duplicate data. For instance, if you work with Google Contacts, you can merge your contacts and detect duplicates for free.

If you’ve never done a de-duplication, you might have to manually scan and edit your contacts. This step will take some time, but if you implement company-wide data entry standards and make a commitment to quality data, you will only have to do this once.

Here are some tips that can help with de-duplication:

• Use a de-duplicator such as Dedupley.
• Use data validation tools that help you to determine the validity of your data, such as email verification tools. Experian Data Quality has some powerful validation programs that allow you to check emails, addresses, and telephone numbers in bulk.
• To avoid having duplicate contacts across different applications, keep your core tools in sync to eliminate the need for entering the same data into different tools.

2. Verify new data.

Implement a company-wide system to make sure all new and updated data is correctly entered into the central database. For example, you can make sure that your team always fills in certain contact fields (such as name, phone number, and email) in your CRM using the same format. You can also make certain fields mandatory when creating a contact record so that the required information is always there.

You can also set up a contact sync between your CRM and other tools. If the data is only entered in your CRM and it’s automatically synced with your other tools, you can make sure all applications have the same information, thus reducing the likelihood of data entry errors.

3. Keep your data fresh.

All databases degrade – some estimate that 30% of CRM data becomes outdated each year. This is due to many factors, including people changing email addresses, getting new phone numbers, leaving organizations, changing job titles, and many others.

It’s best to keep your data fresh by implementing a few tactics. You can do this by using parsing tools, which scan all incoming emails and updates contact information as it comes to hand.

So, if a contact gets a job with a different company, for example, your central database will be instantly updated. It’s also a good idea to delete all email addresses that have bounced or opted out — this kind of information can most likely be found in your email marketing tool. Not only is this good practice for keeping your data fresh, but it also helps keep you out of spam folders.

4. Implement consistent data entry.

All these measures are pointless if you don’t get everyone on your team behind them. Ensure that all employees are aware of company-wide data entry standards. For instance, make sure they all know which information fields to fill in when creating a contact record, how to check for duplicates before creating a new contact, and that everyone is entering data on the correct apps.

By following these simple tactics, you can make sure you have a much cleaner and more organized contacts database. Don’t forget to bidirectionally sync the data between your key business applications: it minimizes manual data entry and ensures you’re always looking at the most up-to-date, accurate contact information in all your tools.

With the technological developments of the Fourth Industrial Revolution impacting how we all live, work, and relate to one another, a rapid pace of change is happening across all businesses.

This is doubly true in uncertain times, where organizations in every industry are faced with a sudden need to switch to working styles and make their business more resilient and flexible.

It’s a good time to ask how your business can organize its key processes to deliver the best experience for both your employees and your customers.

With the optimal blend of people, processes, and technology, you can make your organization adaptable to change and in the best position to grow and thrive.

With that in mind, here are seven organization tips for businesses to help you continue on the right track. We’ve also included relevant goals for each tip, so you can measure your success over time.

7 Organization Tips for Growing Businesses

1. Cut the tech bloat.

Goal: Streamline your business tech stack to help your team get the job done most effectively.

Technology can boost your business’s organization, productivity, and collaboration. However, there is such a thing as too many tools – otherwise known as tech bloat.

When an organization uses far more apps and tools than it needs, it can quickly experience problems from excessive complexity, distractions, and security concerns.

If this sounds familiar, it’s time to assess, prune, and optimize your business’s tech stack.

To keep your technology ecosystem under control and reap the benefits that cloud apps can offer, establish a consistent set of processes using the apps and functions you need to get the job done.

Set the groundwork so employees don’t end up trying to juggle a hundred different things at once on too many apps.

2. Build a culture that rewards focus.

Goal: Instead of expecting constant communication and collaboration from every team member when they’re at their desk, carve out time for every employee to focus on where they deliver the most value.

Staying organized depends on your ability to avoid distractions – which isn’t always easy in organizations that have a culture of constant interruption disguised as collaboration.

Common daily time wasters include: using business tools that are too complex or a bad fit for the job; distractions on social media; and manual data entry on multiple different systems that don’t work well together.

Let’s also not forget about the so-called notification fatigue caused by being bombarded by irrelevant notifications and emails every day.

Here are some of the best ways to get rid of the time-wasters in your business:

• Use carefully selected cloud-based tools that everyone in your company knows how to use.
• Build an integrated technology ecosystem that maximizes efficiency.
• Establish company-wide processes that minimize unnecessary business meetings.
• Encourage team members to block out distractions for set periods of focused time.

The most organized businesses are those that realize that they don’t have to do things the way they always have.

What processes and assumptions can you rethink to make your business more organized and productive?

3. Migrate to the cloud.

Goal: Identify business practices that are still managed via outdated systems or tools, and plan out how you’ll replace them with cloud-based workflows and apps.

Almost every business is using some form of cloud technology, even if it’s nothing more than web-based email. But there’s a lot more to the cloud than many businesses realize.

Whether it’s customer relationship management (CRM), data storage, or business automation delivered through the web, almost any digital workload can be migrated to the cloud.

With SaaS tools – or cloud-based apps with a subscription model – your business can escape the physical limitations of desktop computers and enable employees to take their work with them wherever they are.

Continue to bring your business further into the cloud and minimize the back and forth that comes with outdated computing environments.

4. Embrace different work styles.

Goal: Create a plan to future-proof your business by embracing different working styles, such as remote working or flexible hours.

From agile startups to enterprises driven by digital transformation, many organizations are already embracing the advantages of different working styles — including enhanced productivity, reduced office costs, and access to more diverse talent.

But even if your organization is far from ready to enjoy all the benefits of remote work and flexible hours, making it a long-term priority will help you future-proof your business and make it easier to adapt.

If you’re looking to enable more remote working in your business, here are some tips to make the transition as seamless as possible:

• Pivot your company policies to cater to remote work best practices.
• Strengthen team communication and collaboration with cloud-based apps such as Slack.
• Reduce your reliance on in-person meetings by introducing video call apps.
• Adjust your tech stack to focus on cloud-based apps that your team can use anywhere.

5. Focus on smaller goals.

Goal: Look at company-wide, departmental, and individual-level goals to ensure that they are broken down into actionable steps.

It’s hard for your business to stay organized if you set lofty goals that are both intimidating and difficult to focus on.

In every department and job role, determine the most likely way that your team will reach your key targets before breaking them down into actionable next steps.

With smaller and easily measured milestones, your team will be in the best position to stay focused and avoid burnout and confusion.

6. Go paperless.

Goal: Identify what’s causing the piles of paper in your organization and create processes to minimize this.

Paper is a common source of disarray in many offices, but a largely avoidable one. If you don’t already have a digital filing system, then it’s time to build one.

Here are some of the best ways to help your business go paperless:

• Attach notes and files to customer records digitally in your CRM.
• Use team apps like Google Drive to collaborate on team projects.
• Take document signing online with apps such as DocuSign.

The more you reduce your reliance on paper, the faster your business will modernize, and the easier it will become to organize your workflows.

Established businesses may have a harder time since they often have huge amounts of information in printed documents or on physical digital media.

Start by scanning and digitizing everything and uploading it to a document management system. That’s a lot more organized than having reams of documents and paper receipts piled up around the office!

7. Automate workflows.

Goal: Identify what’s needlessly consuming time in your organization and determine how you can use automated workflows to free up more time to focus on what matters.

If there’s one thing that kills productivity above all others, it’s cumbersome manual processes that eat up time and leave workflows open to human error.

Manually importing or exporting data between your email marketing software and CRM might not sound like a big deal at first, until you realize you have to do the same thing with lots of other apps and databases. Eventually, the challenges of scale make it practically impossible.

Sage advice holds that anything which can be automated should be automated. You could get started by automating:

• Lead scoring for new contacts in your database
• Sales nurturing email workflows
• Backup and syncing routines between apps
• Customer care processes, such as alerting account managers of support tickets or carrying out NPS surveys
• Enriching data between apps with two-way integrations, such as between your CRM and email platform

The goal should be to unify your technology systems and processes into a cohesive environment in which everyone on your team has access to accurate and current information in real-time, no matter where they’re physically located.

With the right tools and data at hand, everyone on your team can stay organized without getting bogged down in repetitive manual tasks or spending hours trying to track down that one key document.

When there’s so much going on in your business, staying organized isn’t easy. But by streamlining your core processes and looking towards the future, you can meet the challenges of scale and put your business in the best position to thrive in the years ahead.

As a small business or startup, you’ve got a lot on your to-do list: increasing awareness of your brand, converting leads into customers, and supporting customers post-sale. And, of course, there’s all the admin behind the scenes.

A big part of that is contact management.

To enable your small business to grow successfully and sustainably, you need to have a strong contact management strategy in place. But what does this mean, and how can you get it right?

What is contact management?

Contact management is how you look after all of the contact data in your business, including contacts’ details, communication preferences, sales history, and customer interactions with your company. It enables every team in your organization to have the information they need to stay productive and have the context they need to deliver personalized interactions.

Your contacts may include:

• Leads (or people who are in your pipeline but haven’t bought from you yet)
• Current and previous customers

A contact management strategy is implemented with CRM software that stores all of your small business’s contact data in one centralized place.

Although contact management is traditionally the realm of salespeople, CRM has evolved rapidly in recent years. Now many all-in-one CRM platforms offer advanced features for marketing and customer service teams to store and manage their own interactions, remove information silos and boost collaboration with sales.

An all-in-one CRM, or a CRM that’s strongly integrated with your other apps, is a particularly good solution for managing and streamlining the entire customer journey as you:

• Attract and collect new marketing leads
• Nurture those leads toward being sales-ready
• Convert leads into paying customers
• Carry out onboarding services and provide ongoing support
• Offer upgrades and added value

Advantages of Strong Contact Management

Contact management impacts far more than sales. When you get it right, the benefits echo throughout your small business as every role has more data and insights at its fingertips. It also enriches every aspect of the customer journey.

With good contact management processes, you can:

• Enrich your customer experiences with data-driven insights and automation
• Spend less time on admin and free up time for what matters most
• Maximize conversions by delivering the right messages at the right time

Contact management is something that your business will always do, but most small businesses have a lot of room for improvement to maximize their efficiency in this area.

Keep reading for our tips on getting the highest impact from contact management in your small business.

Six Contact Management Best Practices

Here’s our guide to using contact management strategies to drive growth and reduce the headaches for your business, both now and further down the line.

1. Keep your contact data clean.

Smooth contact management starts with clean data. You can’t deliver an excellent customer experience if you have incorrect or contradictory data about your customers, nor can you have smooth business operations and reporting inside your company.

Although you can reduce the amount of bad data that enters your database by adjusting your lead generation forms and introducing clear processes for your team to follow, you can’t avoid all of it. That’s why every business needs regular data clean-ups. You could schedule this every quarter, for example.

As part of a data clean up, take time to remove:

• Duplicate contacts
• Incorrect or outdated contact data, such as emails that have hard-bounced
• Contacts that don’t want to hear from you anymore

Data clean-ups don’t have to be entirely manual. There’s a lot that you can automate. For instance, many CRMs and email marketing tools highlight duplicates so you can merge or delete them. 

Your email marketing software will also help you identify emails with hard bounces, alongside groups of unsubscribed contacts. Once you’re sure you can clean up this data, you can delete them from the app.

2. Choose the right CRM.

As part of a strong contact management strategy, your CRM should be at the heart of your business. It’s the software where you store all of your key contact data as well as interactions with every customer and lead.

This makes your CRM one of the most important apps to get right in your business. Take the time to research different CRMs and find the right fit for your industry, business size, sales and marketing strategy, and goals.

As your business grows, your CRM needs to grow with it. This might mean upgrading your plan, adjusting your strategy, or even switching tools as you scale.

3. Centralize your contact data.

The best contact management strategies include a centralized database that stores all contacts in one place. This will generally be your CRM, which is another reason why it’s important to follow step 2 and choose the right one!

By having a centralized contact database, you can:

• Find all of the key insights you need in one app
• Make it easy for other teams to find data, without needing to have login details and training for lots of tools they don’t need to use
• Break down information silos between departments

To start centralizing your data, identify the main apps in your stack that are collecting contact data. You can then sync this data with your CRM.

4. Automatically sync contact data between your apps.

Remember: for the most effective contact management results in your small business, you can’t let the contact databases in your apps be isolated from one another.

Your CRM, marketing apps, sales stack, and all of the other tools in your business deliver the best results when they are connected as part of an integrated ecosystem. The best way to achieve this is with data syncing.

After creating a centralized contact database, your next step is to sync relevant data from it to your individual apps.

5. Collect data that enriches your insights.

By syncing contact data between your apps, you can automatically enrich the insights you have at your fingertips.

If you collect geographic or content consumption data in your CRM, you could sync this with your email marketing platform and use it to segment subscribers into more accurate mailing lists.

6. Use good judgment with your contact data.

All businesses big and small need to pay attention to data protection regulations. However, this goes beyond playing by the rules and ticking boxes.

Be a brand that your prospects and customers can trust with their data. Protect the information they give you and respect their privacy. This might not have an easily measurable ROI, but having customers that trust your brand will always have an impact.