
The State of Data Quality in B2B Companies Today is Abysmal, nearly killing their sales lead generation programs.
Almost all B2B companies suffer from contact databases that are “unreliable” (64%) or “questionable” (34%), according to [download page] a new study from NetProspex. Data quality is a major problem which hampers your sales lead generation programs.
NetProspex ran over 100M records through the NetProspex Data Healthcheck program evaluating database health across 4 best practice areas – record duplication, record completeness, email deliverability, and phone connectability. Using standardized scores for each component, the study arrives at a data health scale, with 98% of companies scoring on the lower end of the scale, and just 2% having “functional” databases.
It’s also interesting to see some of the findings:
- Phone connectivity scored only a 1.5 out of 5 which is deemed “risky.” Fewer than 1 out of 2 records were reachable by phone.
- The average score for email deliverability was just 2.8, which means that 30-40% of emails sent did not reach the intended recipient.
- The average score for record completeness was just 2.5, putting this area in the “unreliable” category, where only 50-65% of records are complete.
It seems clear that data cleanliness and accuracy is a massive problem for B2B sellers today. Lack of data quality is a major obstacle in B2B sales lead generation programs.
Jeff Ogden of Find New Customers is an award-winning BtoB marketer and President of the sales lead generation company Find New Customers. He’s a two time winner of Top 50 Influencer in Sales Lead Management and his company helps BtoB sellers make the connection between Marketing and Revenue. Contact Find New Customers by calling 516-495-9250 or send an email to jeff dot ogden at findnewcustomers.com.