How Lake B2B’s Data Deduplication and Enrichment Services Boosted a Prominent Cloud Service Provider’s CTRs by 160%


Application DevelopersSaaS Enterprises
Global CorporationsStart-Ups
Marketing Agencies


Start-ups, who are usually short on funds during early days, can also make good use of cloud infrastructures, as it’s the most pocket-friendly option for sharing information between employees.

Global corporations, with offices scattered across the globe, can also benefit from having a cloud infrastructure, as each workplace can stay in touch with others and share information seamlessly through the cloud. It’s cost-effective as well.

Storing their apps and files on physical drives can be a costly option for application developers and SaaS enterprises, which have a lot of employees working on software and application projects simultaneously. Having the same file on several different PCs is pretty inefficient when cloud, where only one rendition of a file needs to be stored. Hence, cloud again is a cost-effective and convenient solution.

In the case of marketing agencies, which have begun relying heavily on data these past years, the cloud can help harmonize teams no matter where they are located. Daily records can be uploaded and accessed by all members of the team. Moreover, with the cloud, even clients can upload new information as and when available.


AssociatesV-level Executives
C-level ExecutivesAnalysts
IT LeadsConsultants
ManagersDivision Heads (IT Directors)
IT Support


Based in the USA, the client is a global cloud service and IaaS provider, primarily dealing in enterprise-grade cloud infrastructure solutions for organizations of all types and sizes. With data centers across 13 nations, the client controls thousands of servers worldwide and serves tens of thousands of SaaS providers, start-ups, app developers, and international enterprises.


While the client in question had a firm position as a top cloud-service provider, underperforming email marketing campaigns and floundering PPC programs weakened their market foothold. The issue stemmed from a rotting customer database, which harbored a ton of dirty data, unfortunately, unbeknown to the client.

With such unreliable data fueling their marketing campaigns across the email and PPC channels, it was no surprise when their deliverability rates and page visits plunged dramatically. As collateral damage, the precision of the client’s customer segmentation tactics also took a hit, with meticulously drawn ICPs no longer doing the trick.

Productivity was impacted in several key areas. Sales and marketing reps had to be pulled away from selling activities and focus on prospecting to make up for the incorrect or duplicate data. With the lack of experience, the teams struggled to update the data categories such as

  • Email addresses
  • Phone numbers
  • Company names
  • First and Last name

This was detrimental to the overall customer acquisition rate and failed to retain quality leads within the sales funnel.

Moreover, since the credibility of the data was in question, the client started spending extra time confirming the accuracy of every entry, further reducing the speed and productivity. Doing so introduced manual processes, leading to more inaccuracies and mounting inconsistencies.

With so much junk data and so few reps trusting the data in use, the company made several poor strategic decisions that cost them their market share. In the end, the client faced massive revenue losses.

Due to this, many of the client’s emails remained unopened, and in worst cases, ended up in a spam trap. With the client’s primary email ID getting blocklisted, it served as a severe blow to their reputation, not to mention their declining email KPIs.

What Happened Next?To bounce back from the losses, the client approached a local data provider in hopes of ridding their customer database of junk data and building their sales pipeline anew. However, the data provider was unable to keep up with the client’s highly personalized requirements and specific instructions.

As a result, the database they received was in worst shape than ever, with a ton of duplicate entries, improper formatting, and no way to distinguish correct data from incorrect. Ultimately, the client, in their attempt to move one step forward, had taken two steps back. That’s when they booked a consultation with Lake B2B.


With Lake B2B experts on the scene, it was quickly revealed that the client’s database had over 70% junk data, which is too huge a number to be taken lightly. Under such exigent circumstances, Lake B2B’s data experts started working at full throttle.

Spam traps and blocklists are the greatest threats to a company’s email marketing efficiency and reputation. Lake B2B’s experts quickly took note of the impending risk and began with de-duping the client’s customer database.

The most challenging issue in cleaning up junk data is the removal of invalid entries. Prudent error correction is needed, and not only to ensure that no data is lost while enhancing the consistency of existing valid data but also that metadata corresponding to data correction is handled alongside the integrated data itself.

Fortunately, experts at Lake B2B were well-versed in the nitty-gritty of data enhancement and appending. According to the client’s express instructions, new, up-to-date data was added to the existing columns. Also, while de-duping, experts made sure that the operation didn’t itself create any duplicates.

Plus, Lake B2B also helped the client append phone numbers in their preferred format, ensuring the correct number of digits and that each entry had only one corresponding phone number.

Apart from that, Lake B2B’s experts also ensured that all emails were in proper format as specified by the client. All email addresses with private domains were purged and replaced by relevant business email addresses. To guarantee airtight accuracy, all business emails were pinged twice, with no bounces whatsoever.

Lastly, it was made sure that the database only contained email addresses leading to people, with general email addresses, for instance, ‘[email protected]’ weeded out.

Ultimately, the enhanced customer database allowed the client to etch out new ICPs, engage with new niches and find their footing back.


Lake B2B’s data experts helped reinvigorate the client’s customer database by treating it with sophisticated data enrichment interventions. By the time we were done, the client database was free from inaccuracies, redundancies, and missing data and was formatted in line with the client’s expectations

What’s more, the sales and marketing teams now had a clearer picture of every account than before. Hence, they could now filter out HQLs based on the new ICPs they could develop, thanks to the revamped database.

Furthermore, our email and phone appending solutions further optimized the client’s CRM with updated and relevant insights for each lead.

In a nutshell, Lake B2B:

  • Harmonized data and applied semantics across various fields to maintain consistency
  • Created a 360-degree view of the client’s target audience
  • Used data modeling and machine learning to identify patterns and anomalies

‘When we began searching for a reliable data partner to help us with our customer database, we were hunting for one with relevant industry experience who can add value. Bringing in Lake B2B enabled us to focus more on curating our marketing campaigns, as we worked together to achieve improved customer targeting and personalization. With our new and improved database, courtesy of Lake B2B’s informed data experts, we over delivered on initial expenses and drove sales like none ever!’
– Head of Marketing

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