Most B2B marketing/sales databases lack key information about prospects and customers, according to a recent report from NetProspex.
The report was based on an analysis of 223 million records in the databases of B2B companies. The researchers examined which commonly required fields were "missing" from each record (the report makes the assumption that each of these data points is necessary, which may not actually be the case for all companies).
Top industries represented in the research study:
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The demographics of the consumers encapsulated in this b2b research study are as follows:
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Some 84% of the records analyzed were missing revenue information and 82% were missing employee information about the lead's/customer's company, the analysis found.
Other common data points lacking from records included:
- Website domain (72% did not include).
- Industry information (71%).
- Phone number (54%).
- Title information (34%).
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The researchers also gave B2B companies overall "health ratings" in various marketing/sales data categories, including email deliverability, record completeness, phone connectivity, and record duplication.
B2B companies in general are doing a good job of dealing with duplicate leads/customers, with 90% of databases containing fewer than 10% duplicates, the analysis found.
In contrast, more than half (54%) of the records analyzed did not include a phone number, and many others were inaccurate, making "phone connectability" poor overall.
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Here's a summary of the overall health of b2b email by deliverability, record completeness, phone connectabilty and record dupication:
- Email Deliverability: Based on the findings of the b2b research study, overall email deliverability rates continue to introduce unnecessary risk into email marketing programs. While there is an overall trend of improvement over the past three years, the average company database deliverability was still less than optimal, with a Health Scale Rating of 3.2.
- Record Completeness: Lead scoring, lead routing, effective content personalization and web customization are all highly dependent on having actionable information about each prospect or customer. Most marketers don't have the time to wait for progressive profiling to kick in, and can't afford to compete against fake form data.
- Phone Connectability: When it comes to improving the demand generation funnel, the ability to reach buyers by phone is fundamental to closing the loop between sales and marketing — and keeping that relationship as healthy as possible. Yet, all too often, marketing databases are filled with inaccurate telephone numbers — or no numbers at all.
- Record Duplication: Internally, record duplication hinders effective account-based marketing strategies, marketing attribution and ROI analysis. It also increases storage and maintenance costs while decreasing the effectiveness of lead scoring.
Industries scoring the lowest health ratings were as follows:
- Email Deliverability: Retail and Manufacturing
- Record Completeness: Media and Software
- Phone Connectability (By Revenue Size): $5Mil to <$25Mil and $1Bil and Above
- Record Duplication (By No of Employees): <100
About the research: The report was based on an analysis of 223 million records in the databases of B2B companies.
Courtesy of an article dated June 1, 2015 appearing in MarketingProfs
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