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:
- 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.