Every person on the globe generates 1.7 MO of data every single second. This is the equivalent of the data needed to store a book of 850 pages. This massive amount of data that individuals willing give away as they move from one site to the next online is an enormous, yet unexplored potential for B2B companies.
With the right data, companies can more effectively engage with their audience, build a customer-centric sales pipeline and radically improve their business operations. The key to success in this area is having access to high-quality data, which can be static or dynamic.
Static data is well-established within the B2B sector, however dynamic data is an entirely new concept. To determine its strengths as well as weaknesses in both of these types of data, and to determine which is more suitable for B2B selling, we first need to define the meaning of dynamic and static data.
A static prospecting list catalogs potential customers or clients and needs to be regularly updated or targeted. It is a list of targets for sales or marketing efforts that are fixed and not subject to frequent changes. We work with these lists on a rolling basis.
Static prospecting lists can be helpful for businesses that want to focus their efforts on a specific group of potential customers or clients and do not need to expand or modify the list continuously. However, it is essential to periodically review and update the list to ensure it is still relevant and accurate.
Static prospecting lists can be created manually by compiling a list of contacts or using a customer relationship management (CRM) tool or other scraping tool. They may include contact details, industry, company size, and other relevant details that can help sales or marketing teams tailor their outreach efforts.
With the emergence of tools we see more and more static databases becoming dynamic. For example Excel sheets and Google Sheets become dynamic databases thanks to an extension or API that dynamises the data.
Using a static prospecting list for sales and marketing efforts has several advantages:
If you need to have more intricate data, there may be some complexity in creating this kind of list. But in most cases, simply using a LinkedIn search, a Phantom or Captain Data scraping tool saves the day.
In addition, it’s important to be careful to exclude prospects and leads that have already been contacted or are already in your database.
Dynamic data is data that is constantly changing or being updated. It is often used to refer to data that is generated by real-time processes or activities, such as data from CRM, financial markets, job hiring or social media feeds. Dynamic data can also refer to data that is continuously updated or modified by users, such as data in a database or a spreadsheet in a modern warehouse.
Dynamic data is often contrasted with static data, which we just saw refers to fixed or unchanging data. Dynamic data is typically more difficult to work with and analyze because it requires frequent updates and may be less structured. However, it is often more valuable and relevant because it reflects current conditions or activities.
Dynamic data can be stored in various formats and structures, such as databases, flat files, or modern data platforms. It is often used in real-time applications, such as data analytics, machine learning, and decision-making systems, where it is critical to have access to the most up-to-date information.
As soon as a change occurs, the data set also changes, avoiding the problem of using outdated information. With dynamic data, you can be sure that all decision-making processes are carried out according to the latest knowledge available, allowing business operations to be conducted much more efficiently.
Using a dynamic prospecting list for sales and marketing efforts has several advantages:
More up-to-date: A dynamic list is constantly updated, which means it is more current and relevant than a static list. This can be particularly useful if you target a fast-moving market, if your target audience constantly changes, or if you are looking for new information.
Allows for flexible and adaptable outreach: A dynamic list will enable you to be more flexible and adaptable in your outreach efforts, as you can constantly update and adjust the list according to your needs and objectives. This can be particularly useful if you need to evolve your outreach strategy in response to market or business changes. By simply modifying criteria such as the sector, the number of employees targeted, or their the job titles, you can adapt in just a few clicks.
Can help with lead generation: A dynamic list can also be helpful for lead generation, as it allows you to constantly add new leads to your list as you discover them. This can help you expand your lead pool and fill your sales pipeline.
Can help with segmentation: A dynamic list can also be useful for segmentation, as you can constantly update and adjust the list based on different criteria, such as industry, location or company size. This can help you create more targeted and personalised outreach efforts aligned with marketing efforts.
Quality reports and dashboards: if you want to share dashboards with your superiors, you can because the data is updated instantly
Static lists are designed to work quickly with static prospecting files and are often used by individuals or small teams. They are great because :
• The ability to work quickly with prospecting files.
• A low cost for monitoring data.
• A wide range of tools available to help create prospecting files.
• Suitable for individual or small team use, although sharing with a larger team can become complicated.
• Simplification of processes. 1 file with multiple tables and data to proceed.
On the other hand, dynamic systems are designed to constantly update and refresh data in real-time, providing a more accurate and up-to-date view of customer and prospect information.
• More accurate prospecting, as data is constantly refreshed, reducing the risk of contacting the wrong person or following up unnecessarily.
• The ability to track interactions with customers and prospects, providing a comprehensive history of communications.
• The ability to create high-level workflows based on strategic filters, allowing for more targeted and personalized communication with customers and prospects.
• Greater insights into customers and prospects, as more data is captured and analysed.
• The potential for prospects outside of the target audience to become part of the target audience as data is continually captured and analysed.
• Automatic prospecting based on specific criteria, allowing for more efficient and targeted communication.
• Alignment between marketing, sales, and product departments, as everyone has access to the same real-time data.
• The ability to market push-specific content to different segments based on data insights.
• As a user, we can gain interesting insights based on our usage.
• Up-to-date properties, saving time for sales reps.
