We do a lot of data work for clients--list hygiene, appending, de-duping, etc.--so we are dismayed to learn that "dirty" data is still the rule rather than the exception in the business-to-business lead process. An article in eMarketer recently noted that, based on a March 2015 poll of U.S. B2B marketing execs by Spear Marketing Group, executives estimate that over 25% of their marketing databases were filled with old, inaccurate and unusable duplicate leads. The majority rated their data accuracy as fair to plain bad. Worse, although the executives acknowledged that third-party solutions can boost data quality, 46% said they did not employ such data solutions, compared with the 40% who did. The waste caused by bad data is especially frustrating considering how it undermines the benefit of other improved marketing technologies. For example, over half of worldwide B2B marketing executives recently surveyed by Regalix reported that marketing analytics had increased their sales revenues between 10% and 25%, according to the eMarketer report. Imagine how much better sales would be if more lead data input was enriched and updated! For more on B2B data trends, see http://www.emarketer.com/Article/Help-Lead-Process-B2Bs-Must-Deal-with-Dirty-Data/1012396
No comments:
Post a Comment