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Study: B-to-b marketers struggle with data quality

Published on .

Waltham, Mass.—More than 60% of companies work with unreliable contact data that may be negatively affecting marketing and sales efforts, according to a study by marketing list-building company NetProspex Inc. According to “B2B Marketing Data Benchmark Report,” of the four areas evaluated—record duplication, record completeness, email deliverability and phone connectability—the ability to reach contacts by phone scored lowest. Scores were highest in the record duplication category. The average company database had an email deliverability of 72%, according to the report. Manufacturing companies achieved the highest email deliverability scores, at 88%, while Internet and media companies had the lowest, at 64%. NetProspex's study is based on an analysis throughout 2012 of its customer and prospect databases, containing more than 35 million contacts.
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