Study shows that B2B organizations strive to improve database effort, while 83% rely on old or outdated data
SaleScout Data Solutions and Demand Gen Report have released the 2018 State of Database Quality Report, which is compiled using data gathered from Demand Gen Report’s 2018 Database Strategies & Contact Acquisition Survey. SaleScout Data Solutions is a leading B2B sales and marketing data solutions provider used by enterprise companies to accelerate growth and revenue. Demand Gen Report is an online publication serving B2B marketing professionals.
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The report shows that while B2B buyers expect a buying experience that is only available with the right data at the vendor’s disposal, companies continue to look for ways to overcome hurdles created by their database when trying to personalize the buying experience and build audience-focused campaigns. Specifically, the report details how B2B organizations should tackle the problems thriving in their database, including:
- Key data points that companies should collect;
- The foundational processes required to keep data at the highest quality with minimal resources;
- Where third-party data providers come into play and how they can further help alleviate data accuracy problems; and
- How progressive B2B companies are getting their database strategy right.
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“The results of the study show that companies want to target specific market segments, identify key stakeholders and collect information about buyer behavior, but the vast majority are working with outdated information and lack the time and resources for improvement,” said Chris Lynde, CEO of SaleScout Data Solutions. “This problem isn’t as insurmountable as it may seem. Customers should hold their data vendors to a high standard and settle for nothing less than 95% accuracy.”
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