As marketing becomes increasingly data driven, it’s time for marketers to make data quality a top priority. Following a recent analysis from Integrate, which examined the data quality of more than 775,000 leads generated for B2B marketers in the technology industry in 2014, it’s clear that poor prospect data quality is a rampant problem for marketers. Specifically, 40 percent of leads generated by third-party media partners for marketing clients, on average, didn’t meet marketers’ criteria or contained invalid, incomplete or duplicate data.
These findings amplify the challenge that marketers face in acquiring clean, accurate data via third-party demand gen programs. They also highlight the enormous roadblock dirty data can create if it’s not governed before being imported into marketing automation nurture tracks or passed to sales for follow up. At a time when marketers are held more accountable for ROI and customer acquisition, bad prospect information can have several negative consequences, which marketers simply can’t afford.
To overcome this silent killer of marketing campaigns, organizations need to first make data quality a priority. They must also implement software to properly validate and govern their data. Without taking these vital steps, Scott Vaughan, CMO of Integrate, says that marketers risk the following five consequences.
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