Better segmentation of leads, allows you to focus your message on the right people at the right time.

Avoid duplicate sending of emails. Also, it’s important to proactively scrub your database on a regular basis to eliminate duplicate contacts as they come in.

Uniformity is critical for a clean database. These things need to be thought of in the lead generation formats. Example: If leads type their own country, rather than you preemptively offering a drop down, you may end up with inconsistent results such as U.S., America, USA, etc…

There is a real risk of hurting a pending deal if you email the wrong marketing material

to key prospects during a sales cycle. Sit down and come up with a strategy with your Sales Team for a more personalized feel for future consumers.

Eliminate junk contacts. It is common to get incorrect information when a lead fills out your

form. Some anonymous leads will write in abcd@gmail.com or blah@blah.com to avoid sharing their real contact information. You don’t want these leads dirtying your database.