One of the biggest challenges for marketers today is maintaining contact data quality. It’s estimated that lead and customer data doubles every 12-18 months for the average B2B organization. Data also decays at a rapid rate, as high as 70 percent annually. As a result, marketers waste time and money with demand gen campaigns that miss the mark. Sales teams lose precious time also, as they typically rely on the same data.
A recent report from Sirius Decisions found that 10-25 percent of prospect and customer records include critical data errors. Organizations that take a strong stance on data quality hover around the low end of this range. By adopting ongoing policies and procedures to maintain data quality over time – instead of treating it as a one-off project – these organizations experience way less data quality errors. This not only insulates them from the high cost of bad data, it often leads to an uplift in conversion rates and increased revenue.
So how do you take a strong and proactive stance on data quality?
Join SaleScout CEO Chris Lynde and John Donlon, industry expert at Sirius Decisions, for a 1-hour webinar hosted by BrightTALK to learn more about the benefits of prioritizing data quality and how to maintain data quality consistently.
BONUS! We’ll show you how to calculate the impact of bad data on demand gen at your organization.
“We are seeing an extraordinary increase in the velocity, type and amount of digital data available. There’s a lot of duplication and the challenge is to identify what’s relevant, accurate and valuable to the customers we serve, in the verticals they sell to. The goal is to identify businesses and decision-makers that are ready to purchase enterprise technology, office equipment or services.” – Chris Lynde, SaleScout (via MarTechSeries)