B2B marketers need meaty data. But “The State of Marketing Data” benchmark report by NetProspex suggests that many marketers just don’t have the chops they need to beef up their data quality. Eighty-four percent of databases analyzed were deemed barely functional. Although most records had the basic fields filled out—such as first name (78%), last name (77%), and title (63%)—many lacked key targeting characteristics. In fact, 82% of records were missing companies’ revenue data and 80% lacked the number of company employees, according to the report. Similarly, 74% of records had no industry data and 64% were missing phone numbers.
Disordered databases can cause B2B marketing efforts to fry up like bacon. For instance, only 35% of files were considered functional or higher in terms of email deliverability.
But most marketers have cleaned up one area: duplicate records. Ninety percent of the analyzed files contained less than 10% duplicate records. In fact, companies that leverage data-enrichment services are two times more likely to be satisfied with contact-level and company-level database accuracy compared to those who don’t leverage the service, according to 2013 research from Aberdeen Group.
Not surprisingly, 98% of organizations plan to increase their use of data-driven marketing over the coming year, according to Aberdeen. Indeed, having a data-driven mind-set separates leading marketers from the rest of the pack
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