88% of B2B Marketing Databases Missing Basic Firmographic Data

May 2, 2014

This article is included in these additional categories:

Analytics, Automated & MarTech | B2B | Customer Relationship Management | Data-driven

NetProspex-B2B-Marketing-Record-Completeness-May2014

    Source: NetProspex [pdf]

      Notes: Of the more than 61 million records analyzed, only about 1 in 8 contained completed industry, employee and revenue fields, data types that NetProspex reminds are crucial for segmentation and targeting. Moreover, almost two-thirds of the records lacked a phone number. Despite that, the “average health scale rating” of 3.2 (on a 5-point scale) across the databases was an improvement from last year’s rating of 2.7, largely due to a methodological change that resulted in a significant improvement in the assessed health of phone records.

        Related: Debrief: Reaching and Influencing B2B Buyers and Decision-Makers

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