The 2015 Data Hygiene & Enrichment Report: Why High-Quality Data Is Critical To Demand Gen Success
The constant influx of inaccurate, and incomplete data can prevent many marketers from taking full advantage of their database for demand generation strategies and tactics. Savvy companies, including RingCentral and Brooks Automation, are searching for new ways to keep their database as clean as possible to maximize their marketing initiatives, while also enriching their database with additional insights.
Research from Dun & Bradstreet NetProspex shows that out of the 223 million records that were analyzed, 84% were missing industry revenue info and 82% were missing employee fields.
Also, preliminary findings from a Demand Metric study shows that only 30% of B2B organizations report that the completeness of their data is high. The study also shows that 43% find their data's overall value — or "currency"— is high, and 40% state their data accuracy is high.
Without a clean and complete database, B2B organizations are limiting their ability to target and engage their prospective audience at each stage of the buying cycle, sources noted.
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