Solving Dirty Data Challenges in Sales and Marketing | Carmen Candlin from eCore Services

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro experiences like case studies, intro videos, and much more. Stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out at pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Carmen from eCore Services, revenue marketing consultant with them. How are you doing today, Carmen?

Carmen Candlin: I’m great, Ernesto. Thank you for having me today.

Ernesto: It’s great to have you on. With your extensive experience, I know our listeners are eager to learn what eCore Services is all about. Let’s kick it off with that. Carmen, in your own words, can you tell us a little more?

Carmen: Sure. eCore Services is the leading provider of bespoke, human-verified data. We know data causes a lot of wasted time within sales and marketing organizations. It’s estimated that 40% of a salesperson’s day is spent acting like a data janitor. We help with that by cleaning and refreshing data, tracking custom signals, and finding hard-to-get data. For instance, if you’re targeting LATAM, we’ve had great success identifying data for those purposes.

In the last year, when we completed list match efforts for our customers—excluding Fortune 500 companies, whose data is usually clean—we corrected company names 72% of the time, enhanced URLs 92% of the time, found company addresses 94% of the time, and improved SIC codes 97% of the time. Dirty data is costing sales and marketing organizations time and money.

Ernesto: Definitely agree—time is money. Glad you’re helping clients address these challenges. For our listeners, what would you say is the key problem you solve for clients, Carmen?

Carmen: The key problem is that it’s hard to identify your addressable market and ideal customer profile (ICP) if you don’t know which businesses exist, where they’re located, or how to target them further using custom signals or intent topics. That’s where we give our clients an edge over standard, self-serve data providers.

Ernesto: Makes sense. Who are your typical clients? Do you focus on a specific vertical or segment?

Carmen: We don’t target specific industries. Instead, we work across the board. However, we spend most of our time with revenue operations, sales operations, and marketing operations teams because they manage the data in the CRM.

Ernesto: Perfect. How do clients typically find out about you? What’s your top client acquisition channel?

Carmen: Word of mouth. It’s old school, but it’s effective. That said, I’ve joined the eCore team to help establish a web presence and implement modern sales techniques. Right now, we’re focusing on outbound efforts with our SDR team, and that’s where my expertise comes in—scaling SDR functions and building personalized campaigns at scale.

Ernesto: I’m here on your website—ecoreservice.com. What role does the website play in client acquisition?

Carmen: It’s primarily an educational tool. After speaking with clients, we find they visit the site to learn more about what we do.

Ernesto: Good to hear. Are there any tools or methods you’re using for lead generation?

Carmen: Our website could use some work, and we’re in the process of rebuilding it. Beyond that, we’re leveraging our own data to launch targeted campaigns aimed at specific ICPs within our addressable market.

Ernesto: Great to hear! Let’s switch gears a bit, Carmen, and talk about you as a leader. What are some key tasks you focus on in your day-to-day work?

Carmen: I focus on selecting verticals and building messaging that resonates with them. My goal is to create campaigns that are personalized to the individual and company while optimizing our SDRs’ time. I reduce the time it takes for SDRs to craft personalized emails so they can reach out to prospects more efficiently. We also build robust sequences that include email, cold calling, and LinkedIn touches, ensuring responses come in as we build connections with prospects over time.

Ernesto: That’s fantastic. Helping SDRs streamline their work is crucial. Let’s jump into our rapid-fire question round. Are you ready?

Carmen: I’m ready.

Ernesto: First off, what’s the last book you read?

Carmen: Product-Led SEO by Eli Schwartz.

Ernesto: Interesting read. What’s one thing your company is focused on the most right now?

Carmen: Crafting core messaging that highlights the value of our services. For example, the stats I shared earlier demonstrate how much of a problem dirty data is and the impact we can make. We’re working on articulating the problem clearly and showing exactly how we solve it.

Ernesto: Great focus. If there were no boundaries in technology, what’s one thing you’d fix as a marketer?

Carmen: I’d reduce the tech stack. Many companies buy too much technology but don’t implement it effectively. Optimizing the tech stack would save both time and money.

Ernesto: Definitely a common challenge. If you could automate one repetitive task, what would it be?

Carmen: I’m excited about AI’s potential to personalize sequences at scale. When AI can truly tailor messages to specific companies or individuals, it’ll be a game-changer for SDRs and AEs.

Ernesto: Lastly, what’s one piece of advice you’d give yourself if you were restarting your marketing journey today?

Carmen: Early in my career, I didn’t see myself as a marketer. I’d tell my younger self to be more adventurous and seek opportunities in areas like product marketing and demand generation to build expertise.

Ernesto: Excellent advice for everyone listening. Carmen, thanks so much for being on the show. If someone forgets everything else, what’s the one thing they should remember about your company?

Carmen: Just search for eCore Services on Google and fill out a lead form. We’d love to help.

Ernesto: You heard it here! Check them out at ecoreservice.com. Carmen, thanks so much for joining us. To our listeners, thank you for tuning in. See you next time on Pathmonk Presents.

Carmen: Thank you, Ernesto.