Data Quality Still a Struggle for B2B Marketers

Posted on by Beth Negus Viveiros

Many B2B marketers have serious data quality issues to deal with, particularly when it comes to phone and email contact information, according to new research from NetProspex.

“The issue of managing data is starting to bubble to the surface,” notes Maribeth Ross, vice president of marketing, NetProspex. “Marketing technology has grown leaps and bounds over the last 10-15 years, and we’ve been so busy getting up and running that the management of the actual data has fallen to second priority.”

The B2B Marketing Data Benchmark Report accessed companies on a 5-point data health scale, with 5 being the highest, in four areas: record duplication, record completeness, phone number data and email deliverability. More than half had an overall score below 2.7, putting their data in the category of “risky” or “unreliable.”

“The ability to manage relationships is impaired by bad data,” says Ross, noting that because people change jobs so frequently the average B2B database decays 2% each month. “A quarter of your data is inaccurate in a year, if you don’t have a [data management] system in place.”

Data-Driven Marketing: How Makino Americas Built a Powerful Lead Generation Database
Check out this related B2B LeadsCon Event!

A lead gen campaign is only as good as its target audience. Have you selected the right accounts and contacts, and do you have a clean and a…

The average company database in the study had an email deliverability rate of 72%, meaning 28% of emails went undelivered. Companies in manufacturing scored the highest for email deliverability, with an average score of 88%, while Internet and media had the lowest with 64%.

Over 100 million records were processed in the analysis. Which verticals fared better? Manufacturing fared well in record completeness, as did telecom. Industries that showed lower scores in some categories included energy and utilities.

Companies included in the study varied in size, with revenues ranging from $1 million to over $1 billion. The size of a business didn’t impact results, Ross says. In email, the highest scores came from companies with revenues less than $25 million. The second highest scores were from the largest companies measured.

The report was based not just on data but primary research into the marketers’ practices. “

“The hypothesis around email deliverability is that companies that are growing quickly are growing quickly are in a ‘sell-sell-sell’ mode and may be paying less attention to data hygiene itself,” says Ross. “Small companies have less data to worry about and bigger companies have staffs to tare care of data hygiene.”

 

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Data-Driven Marketing: How Makino Americas Built a Powerful Lead Generation Database Check out this related B2B LeadsCon Event! A lead gen campaign is only as good as its target audience. Have you selected the right accounts and contacts, and do you have a clean and a… View Agenda Register Now

Chief Marketer Awards

Fusion Marketing - Gold Velcro Industries - Gold Pringles - Gold Bud Light - Gold Bud Light - Gold Target - Gold Coca-Cola - Gold Coca-Cola - Gold HISTORY - Gold Denny’s - Gold Ford Motor Co. - Gold Cottonelle - Gold Intel Corp. - Gold Intel Corp. - Gold Miller High Life - Gold McDonald’s Corp. - Gold Poland Spring - Gold REI - Gold Game of Thrones - Gold Kingsford Charcoal - Gold Pernod Ricard USA - Gold Breathe Right Nasal Strips - Gold Lincoln Motor Co. - Gold Coca-Cola - Gold Mike’s Hard Lemonade - Gold National Football League - Gold Google Asia Pacific - Gold Piper-Heidsieck - Gold 2014 Show Your Joe Campaign - Gold Nike - Gold Cîroc Ultra Premium Vodka - Gold Kmart - Gold Kmart - Gold Coca-Cola - Gold Cotton Inc. - Gold Nike - Gold Malibu Rum - Gold Hostess Brands LLC - Gold HBO - Gold Prevacid 24HR - Gold Samsung Mobile USA - Gold Cîroc Ultra Premium Vodka - Gold Frito-Lay and PepsiCo - Gold Hewlett Packard Co. - Gold FX Television Network - Gold Captain Morgan - Gold American Express OPEN - Gold HBO - Gold Corona Extra - Gold AT&T - Gold World Vision - Gold Gillette - Gold Pantene - Gold Porsche - Gold Duracell - Gold Corona Extra - Gold Microsoft - Gold Cottonelle - Gold Chicago Shakespeare Theater - Gold HBO - Gold Crown Imports - Gold Samsung Mobile USA - Gold The Clorox Co.
 - Gold Pepsi Co. - Gold Oreck - Gold Jockey International - Gold The Art Institutes - Gold Monster Worldwide, Inc.
 - Gold Pepsi Co.
 - Gold HISTORY - Gold MillerCoors - Gold Time Warner Cable - Gold Frito-Lay - Gold American Express OPEN - Gold AT&T - Gold MillerCoors Foster’s - Gold Microsoft Windows - Gold ConAgra Foods, Inc.
 - Gold Coca-Cola - Gold Nestlé - Gold Ford Motor Co.
 - Gold

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM