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Why are your best sales people turning over rocks researching leads?


A strong organization can generate up to 70% more revenue than an average organization purely based on the quality of its CRM data, according to SiriusDecisions.

Your CRM data is unique to your company, and is packed with invaluable information to grow your business, get ahead of the competition, and more. However, on average, 20% of an organization’s data is bad, according to the same SiriusDecisions report.

Depending on the size of your database, that could mean millions of bad records.

The result is massive inefficiency.  

Your reports, automated processes, workflows, and campaigns are skewed. Bad records can include outdated, missing or incorrect information, or duplicates that don’t get mailed.

Dirty CRM data affects morale, because it is frustrating and inefficient for sales to prospect against a dirty list.

Dirty data costs you money.  

Many platforms, such as marketing automation, charge based on number of records, so you’re paying for the same data multiple times.

Data Standardization


Source New Contacts


URL Fill



Update Existing Company Data


Email Bounce Check


Update Existing Contacts



Deliver Final Product


Click on each section below to learn more about our B2B data services.

B2B Data Standardization

A lot of bad data comes down to human error. If an organization doesn’t have any sort of standards or policies to articulate how the data is entered into their CRM, different iterations of your data will exist and be committed to your CRM, causing inconsistent, incomplete or missing data, outdated information, and duplicates. The solution is data standardization, also known as normalization, which creates an enforced, organized and consistent environment for entering data into your CRM. It’s important to normalize before you dedupe. Normalizing first provides a springboard effect on your deduplication efforts, which will cut the cost and time associated with deduping, protecting and cleaning up your database. Normalization is a foundational level enabler. Not only will deduplication perform 500% better after normalizing, but any application that attempts to connect with your data will see marked improvements in accuracy and performance. Macon Raine’s database standardization services allow you to define standards for the fields in your database, and run batch processing to ensure standard values across your systems.

URL Fill

The URL is the most important and under-appreciated field in a contact database. It acts as a unique identifier for every company and makes contact and account matching easier. It is just as important to have a URL for a company as it is to have an email address for a person. Company names are ambiguous. Coke, Inc. and The Coca Cola Company, Inc. will never be matched by any fuzzy matching logic, now matter how advanced. A URL, however, is as close to a unique identifier for companies as you will find. For both deduping accounts as well as for appending company data, a URL is the sole highly recommended best practice. For both deduping accounts and appending company data, effectiveness and match rates will skyrocket after appending URLs. Our process combines both technology and people, to quickly, accurately, and cost effectively verify and append data to your company and lead data.

Update Existing Company Data

In B2B sales, data about your target companies might be equally or more important than the contacts at that organization. Understanding the target market requires the right data, as well as updated data. Therefore, the fields in your database must be complete and up to date. Most organizations have only 40% of their company data fields populated. This does not give you a holistic picture of your target companies. The fastest way to double or triple revenue is to identify your best buyer, and our data services team will populate those missing fields to enable you to do just that. Our data services team will append company data to your existing leads and accounts. The company firmographic fields are explained in the graphic. We typically see a massive increase in the match rate on the company firmographic database after URLs have been filled and the data has been normalized.

Update Existing Contacts

Data will continue to change as people change roles, jobs, and careers. As a result, your contacts’ email addresses change as they move from one company to another. Others abandon that old AOL address. Unqualified leads opt out of your email communications. As these changes occur in real time, as you read this guide, your data decays. Updating existing contacts enables you to segment, personalize and target your messaging in order to run effective marketing automation campaigns. Our data services team will ensure your contacts remain updated with fresh contact data sourced from the web, by appending your existing contact data. This includes titles, emails, phone numbers, addresses, social profiles, blogs and professional bios.

Source New Contacts

Now that you’ve updated your accounts and contacts, we source new contacts that meet your targeted companies and personas. Using a combination of third-party databases as well as our own database of business decision makers, we also mine live web information in real time, providing rich, timely data. This real-time web crawling is called profiling. With vast amounts of data, missing information can be inferred or data mined. The simplest example is missing email addresses. By building a statistical model based on explicitly found email addresses, the target title, and firmographic information, such as industry and company size, Macon Raine is able to fill in missing email addresses with a high degree of accuracy. For most list enhancement projects, profiling can uncover information that does not exist in any database. Profiling is always real time, and is not limited to databases that are aging on an update cycle of 18 to 24 months. Profiling does not work for every industry. Connect with a data quality specialist to discuss whether profiling is a match for your data enhancement initiatives.

Now that you’ve updated your accounts and contacts, we manually source new contacts that meet your targeted companies and personas. Has a customer moved to another company and you need his or her contact information right away? Looking for additional contacts inside a target prospect organization? That’s what we do. Just send us an email with what you need and our data analysts will research it and send over updated contact information.

Email Bounce Check

Bounced emails never arrive to your recipients’ inbox and instead, are sent back to you, the sender. This unsuccessful email transmission is a huge waste of time, money and resources. Our data services team verifies email addresses easily, in order to recognize bounced emails in your list or database. We maintain a list of thousands of free email providers to ensure the right providers are excluded from your list, then we remove email domains that cannot be leveraged to enhance business contact data. As a result of working with our data services team, your list will have a cleaner, more up-to-date and bounce-free email addresses.

Delivering the Final Product

After working with our data services team, we will deliver a CSV file with all of the contacts uncovered in the profiling process. The file will include all contacts and all titles. If you wish to apply a filter, and only deliver contacts that are relevant to you, provide our data services team with a list of requested titles. In this case, we will deliver two files; the filtered contacts & all other contacts. Talk to our data services team about additional manipulation beyond the delivery of these two files. Total data quality does not happen overnight, and it can be challenging if you go at it alone. Teaming up with experts will not only expedite the process, but it will ensure that it’s done right. In working with Macon Raine’s B2B Data Services, you’ll be on your way to a stronger, faster and more robust database than you ever thought possible.

Dirty data costs you money. Clean it.


Clean CRM = 70% More Revenue


Macon Raine has a team of data quality specialists who have worked with hundreds of companies across the globe to address and resolve their bad data challenges.



Outbound prospecting: qualifying companies, identifying the right decision makers, and building contact lists are the most time-consuming parts of the outbound sales process.

Why are your reps spending time researching leads when they should be talking to prospects and customers?

Outbound Prospecting at Scale

Macon Raine delivers monthly lead lists aligned with actionable campaigns for your SDRs. We’re constantly adding new data sources in order to provide your team with access to the most up-to-date leads.

Regular Database Updates – Researched by Real Human Beings

Thanks to our researchers and their tried and true search methodology, every contact and account list we build for you is tailored to your markets, your prospects and your sales territories. Each month, new contacts and accounts are added to your CRM along with customized campaign materials needed to support that outreach.

Personal Outbound Prospecting At Scale

Everyone loves personal emails. That’s why Macon Raine will help your team leverage your existing marketing automation and CRM tools to send personalized email campaigns at scale. For more information about dramatically improving the cadence of your outbound prospecting, get in touch today.

We know your industry. We know where your decision makers spend time. We know how to reach them. Let us help you achieve your marketing goals.