In the K12 marketing space, data needs to be at the foundation of every strategy. We live in a data-focused world, so knowing how to manage your CRM data is a must. When you manage your data, you form better client relationships, improve the overall experience, and create more effective campaigns.
If you use Customer Relationship Management (CRM) tools for your company’s K12 marketing, you have a window into valuable insights. Learning how to maximize your use of technology to develop better ways to serve your K12 audience is a must, and it all starts with CRM data management. In this guide, we’ll explore how you can stay data-focused long-term.
What Is Data Management?
First, let’s talk about the fundamentals of data management. There are two main pillars that are important to all brands both inside and outside of the K12 space:
- Governance: The first pillar is related to data standards and rules. In what way does your data serve your business, and how do you make sure you properly manage and organize your data.
- Quality: Second, what is your strategy for keeping your data high-quality and actionable? What actions will you take with your data to keep your CRM data monitored, verified, and so on?
Both of these aspects are important for creating a strong K12 CRM data management strategy. You can’t have one without the other, so let’s dive into the deeper details.
When talking about data governance, you need to have a team dedicated to managing your data. These can be subject matter experts, or anyone familiar with industry standards and rules. While you don’t need a CDO (Chief Data Officer), this is a good thing to consider in the future depending on your company’s goals.
Aside from assigning a team control of your data, determine what analytics you plan to capture from this data. What are you trying to learn, and how can you make sure this is possible? For example, if you’re learning from school administrators, one goal could be to determine what times they’re most active in their email clients.
Ultimately, knowing how to put your data to use is key to getting the full scope of benefits from using a CRM system. It’s not enough to collect data. You need to put it to work.
Next, data quality is a result of ongoing actions, and it’s what helps your data be put to use. In the K12 marketing space, it’s essential to make sure you’re using high-quality, accurate data. If you’re marketing to a bad email list, for example, you might as well be shouting into the void. It’s a waste of both money and time.
How do you ensure you have the best data quality possible? Consider these steps:
- Profiling elements: To begin, learn the state of your data by taking a look at all of your elements. You don’t need to gather all data points, even if you can. Determine what’s valuable and keep “dirty” (unnecessary) data from clogging your CRM.
- Standardization: Create a clear standard for how data is collected. This helps you profile specific lists and segment your audience. Whether you’re collecting data on school districts or teachers, standardize this information across the board.
- No duplicates: All CRM systems will have some form of duplicate records, and this is inevitable. However, staying proactive by removing duplicate records makes your list stronger in the future.
- Verification: Your data is only as strong as your verification process. Enriching your data by connecting with customers and clients is the best way to improve your service and make sure these data points are active and engaged.
- Monitoring: Lastly, monitor your CRM data long-term. This is not a one-and-done process. You’ll need to have ongoing standards and activities to make sure your protocols are up-to-date and successful.
At K12 Prospects, you can always get fresh data and update your data regularly. With a 12 month period to receive free data updates, data quality is built into each of these leads. Using a dedicated, trusted list builder to start your CRM data management process is the best way to manage both governance and data quality.
Trust Your K12 CRM Data
When it comes to your data, your strategy is important. Connecting with K12 prospects is the best way to grow your business, but you need to do so carefully. Not only do you need a team of qualified professionals to manage your data within your CRM software, but you also need an ongoing process for assessing data quality.
The better equipped you are to handle your existing and new data, the greater potential your company has long-term. Don’t make the mistake of thinking this is a one-and-done process. It’s all about leveraging your data to build trust and real connections.