Connection Between Data and Leads
Research showed a clear correlation between data and leads. Everyday marketers create more and more data. The main reason is to process and utilize it to reach consumers. There is significant difference between bad and good data. Bad data results in bad leads.
Bad data contains for example:
- invalid emails
- missing fields
- improper formatting
According to ANNUITAS research, 77.4% of B2B marketers cited lead quality as their biggest challenge.
Poor data quality slows all the process. Bad content is main reason why leads aren’t contacted quickly enough, or at all. Also, incorrect data reduces ROI. Duplicate data takes up space and confuse customers.
It is one of the biggest problems for marketers. Improving incorrect content is not easy. Many companies are hiring Chief Data Officers. It is big step forward but not a perfect solution.
Also, marketers keep using more tools than ever to make content correction. Bad leads equals wasted time and money, and a compromised company reputation. Data quality will likely never be 100% accurate but it is always worth to improve. Bad data negatively impact leads quality.