Why B2B Marketing Databases & Lead Lists Are Best Served Fresh

That's what you'll read in Reachforce's The B2B Lead Blog post titled Dirty Data — Think Relevance Before Repair.

That's what you will read on Webber Shandwick's press release Global CEO Turnover Rises 10 Percent In Past 12 Months

 

These facts highlight how dynamic the business world is and how many changes can happen over a period of just 12 months. Lead lists and marketing databases are a data snapshot of this constantly evolving scenario. Roles and responsibilities change, people change, company structures change, company strategy and direction change and all this means your target prospect can change. It's an unavoidable fact with B2B lead data which needs to be considered constantly. 

 

With existing data, the only real solution is frequent cleansing and updates. However, when it comes to purchasing new business contacts and building new marketing data lists the "just in time" strategy works well. Avoid purchasing or building your campaign specific business contacts long before you need them. If they sit on the shelf for too long, they will deteriorate and a cleansing effort will be required which is an additional expense and you'll possibly see a drop in a number of contacts which is best avoided. So whenever possible, get that snapshot of data just before you need to use it. A month into the future, it may not look the same.