If you want to run a successful lead generation campaign, you need to have high-quality data. But here’s the problem. Many businesses don’t have access to complete and accurate information. People often change jobs or titles, companies go out of business, and mergers occur. Not only that, but companies often ask their sales reps to manually update their databases, leaving room for human error and duplicate entries, among other issues.
Data decay impacts all areas of an organization, including marketing campaigns and sales prospecting efforts. If you’re running marketing campaigns but aren’t reaching the inbox, this hurts your lead generation efforts. If you’re cold calling out of date phone numbers, this slows you down and hurts productivity. In both cases, you need to have the right contact information in order to see results. No one wants to waste time reaching out to people that won’t (or can’t) respond. But if your company relies on dirty data, what choice do you have?
Did you know?
- 43% of people’s phone numbers and 37% of email addresses change annually
- 94% of businesses suspect that their customer and prospect data is inaccurate
- 30% of organizations currently have no strategy to update inaccurate or incomplete records
- 50% of IT budgets are spent on data rehabilitation
- Bad data costs U.S. businesses more than $ 611 billion each year
At the end of the day, the quality of your data matters much more than the quantity. Learn more about how dirty data impacts your lead generation campaigns in the infographic below:
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View the original infographic on the ZoomInfo blog.
How often do you clean and update your contact database? Let us know in the comments below.