USA-based healthcare branding, advertising and marketing communications agency that helps hospitals, health systems, life science innovators and emerging healthcare companies across the USA to improve brand relevance and consumer experiences.
The healthcare marketing and advertising company banked on a voluminous leads database to drive its marketing initiatives and campaigns. However, their leads management process was manual and hence error prone. The returns from their marketing campaigns hence did not meet expectations.
The company was looking for a robust process that could ensure an agile and accurate leads database to effectively upsell and cross sell its range of services to diverse audiences and increase their marketing ROI. This required structuring, validating and constantly updating the database through a mix of manual and automated processes.
- Huge volumes of 500+ lead records to be updated/validated daily
- Capturing and integrating structured and unstructured data from multiple sources like company websites, LinkedIn, etc. accurately
- Replace erroneous and missing customer information like name, email address, phone number, company, industry, location, etc. with latest information collected from authentic online sources
Automated lead validation and verification workflow was used to deliver accurate and high performing customer leads database, enriched with latest information available online. Authentic and pre-decided online sources were used to collect missing demographics and geographical data.
Team of data professionals initiated the process by automating the extraction, validation and verification of customer leads from online resources. It was followed with enrichment of existing leads database with data collected from company websites, social media sites, business directories etc.
- Email notification/alerts were set to notify receipt of new customer leads or existing members whose profiles needed cleansing and updation on the FTP folder.
- Programmable bots scraped online data sources to verify and validate existing customer leads information against company and individual profiles.
- To append and update customer leads database for marketing purpose, missing information was scraped from websites pre-decided by client.
Quality Check and Audit:
- Data extraction patterns were identified and re-programmed to speed up the process of cleansing customer leads database
- Macros were used to validate and verify 100% leads data to improve the quality of mailing list
- Multi-layered quality check process ensured that customer leads data was accurate, structured and prioritized according to client requirements
- Regular reports and dashboards shared with client for real-time status update
- Automated upload of cleansed, validated and verified leads data files on secure FTP servers
500 updated and enriched leads pushed into Salesforce everyday
Increased ROI on marketing efforts
Enhanced sales revenue