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Data quality is critical for lead generation

One of the biggest challenges of any lead generation campaign is ensuring data quality. There's reason for B2B companies to be cautious when acting on leads they earn through various channels. As much as 40 percent of leads are accompanied by dirty data, which hinders a company's ability to act on them (1). Just a few of the problems associated with low-quality information include:

  • Duplicates
  • Invalid formatting
  • Missing fields
  • Incorrect contact information

As a result, B2B databases can quickly become populated with poor-quality lead generation data. In the end, this can lead to wasted money and time on the part of marketers and sales reps keen on following up with potential buyers.

Companies need to ensure they're working with clean data. In fact, this aspect of lead generation is more important than the sheer volume of contacts (2). Even with the most extensive list of leads and high-value content, a business won't be in a position to qualify or nurture prospects if their email address isn't valid. This is why it's important for B2B marketers to integrate validation and verification tools into the process, as it will reduce the amount time and money wasted on low-quality leads.

1. "Report: Poor Data Quality Impacting B2B Lead Generation"
2. "Three Essential Steps to B2B Lead Gen Success in 2015"

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.