The impact dirty data has on your sales and marketing efforts leads to a direct loss of revenue and productivity! Have you seen conversion rates drop or sellers using tools outside of CRM because the data has become just unusable? Below are 3 Reasons Why Your Data is Dirty and what you can do about it:
1. Our team works closely with Hubspot who recently found that professional contact data expires at a 25% to 36% rate per year. The reasons are obvious when you think about the transient society we live in today. Look around your office, have you seen 1 of 4 people change roles in the last year? Now compound that fact by three or five years. The worst part about decaying data is that many companies do not provide bounced emails to let you know that person has left the company. You just keep on emailing and wondering…
2. Another reasons your data is dirty – online forms! 70% of Online forms are purposefully completed with inaccurate or incorrect information! If you are an inbound marketer then this stat really hurts. Again the reason for this is obvious when you understand why someone would give misleading information in exchange for an idea or service – they don’t want to be solicited. Respondents see their way around this issue by providing a personal email address.
3. The last reason your data is dirty is that you are buying old data to from list brokers. SiriusDecisions reports the average contact record is 15 months old at the time of purchase. Traditional list brokers build databases from multiple sources to complete their product. They might start with tax records, postal lists, and business listings to find company data then purchase contacts from a third party. The building, waiting, and validating results in professional data rolling off the assembly line 15 months old.