[March 17, 2015] |
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Annual Marketing Data Benchmark Report from Dun & Bradstreet NetProspex Analyzes 223 Million Records and Identifies That More Than 71 Percent Have Gaps and Inaccuracies
Dun
& Bradstreet NetProspex, a provider of premiere, cloud-based B2B
marketing data management services, today released the 2015
State of Marketing Data Benchmark Report. This report, the third
annual edition, aggregates data collected over the course of the last
year from the Data HealthScan service provided by the company's
Workbench product. Powered by a more than 3.5x increase in the number of
records analyzed over the 2014 report, this year's report revealed that
more than 71 percent of records in B2B marketing databases suffer from
an accuracy and completeness standpoint.
Based on industry research and an in-depth of analysis of 223 million
records from a broad range of organizations throughout the course of
last year, the Marketing Data Benchmark Report examined files across
four key functional areas including record completeness, email
deliverability, phone connectability and record duplication. Each best
practice area was broken down to gauge the respective health scores in
aggregate and by industry segment. Other specific findings from the
report include:
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62 percent of the files analyzed returned email deliverability scores
that ranked as questionable or worse in the five point scale used by
the report
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More than 66 percent of records were missing revenue and industry data
- two critical components of lead scoring and effective segmentation
and targeting
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41 percent of records did not include a working phone number in the
contact information
"B2B marketing is fundamentally changing, and the 'new normal' puts data
at the center of much of this ctivity," said John Donlon, Research
Director for Marketing Operations, SiriusDecisions. "This report shows
there are still a lot of marketers who need to rethink the critical
importance of quality data as a fundamental element of driving
engagement and ensuring a rich pipeline of qualified leads. On the
bright side, marketers don't have to do this on their own-a number of
best practices and innovations now exist to help them develop a data
management strategy and get them on the path to being data-driven
organizations."
A key driver in the overwhelming growth of analyzed records came from
the continued acceleration of marketing technology adoption by B2B
marketers. While the report suggests that data management remains a top
challenge for many of today's marketers, Dun & Bradstreet (News - Alert) NetProspex
also found that marketers who do invest in data management solutions see
significant improvement in key metrics for their demand generation
programs. Customer examples include:
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A Software-as-a-Service company realized a 120 percent increase in the
generation of marketing-qualified leads and a 112 percent increase in
marketing generated revenue
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A large consumer packaged goods company increased the generation of
sales accepted leads by 71 percent
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A human resources management provider experienced a 171 percent
increase in open rates on email campaigns
"The 2015 State of Marketing Data Benchmark Report made it clear that
marketing data management continues to be a huge problem among
organizations," said Michael Bird, General Manager, Dun & Bradstreet
NetProspex. "As more organizations lean in to these challenges, we are
seeing great results in improving their top of funnel and lead
development efforts driven by a better data strategy. With this
continued focus on efficiency and effectiveness for B2B marketers -
largely driven by technology - we are thrilled to have our data services
be a critical part of it."
To unveil the full statistics from the report, Donlon will join Dun &
Bradstreet NetProspex's Vice President of Marketing, Derek Slayton, in a
webinar hosted by MarketingProfs on Tuesday, March 17 at 1:00 p.m. ET.
They will dive into the report findings and discuss key activities
marketers can do to build and execute a solid data management strategy.
For details and to register, visit this
site and follow the discussion live on Twitter (News - Alert) using #DataIsGold.
About Dun & Bradstreet NetProspex: Dun & Bradstreet
NetProspex is the premiere cloud-based B2B marketing data management
services and solution provider, committed to helping customers unlock
maximum value from their relationships - between data points, between
businesses and between people. We help thousands of B2B marketing and
sales organizations optimize their revenue impact by increasing the
quality and effectiveness of their marketing database through better
segmentation, targeting and communication with their ideal customers.
Tightly integrated with Dun & Bradstreet's proprietary global business
data and analytics, Dun & Bradstreet NetProspex offers a suite of data
services that make marketing databases accurate, targeted, and
actionable. Dun & Bradstreet NetProspex is headquartered in Waltham, MA.
For more information visit www.netprospex.com
and follow the company on Twitter at @NetProspex.
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