Why B2B Marketing Databases & Lead Lists Are Best Served Fresh

Why B2B Marketing Databases & Lead Lists Are Best Served Fresh

More than 30 million people out of the 138 million employed in the US will switch jobs in the next 12 months – Gartner Group
That's what you'll read in Reachforce's The B2B Lead Blog post titled Dirty Data — Think Relevance Before Repair.

The government reported more grim news about the economy Friday, saying employers cut 240,000 jobs in October - bringing the year's total job losses to nearly 1.2 million.

 CEO departures at the world’s 500 largest revenue-producing companies jumped 10 percent from  2006 to 2007, according to global public relations firm Weber Shandwick’s ongoing CEO Departures analysis. 
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.

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BY MARKETING LEADERS

"After piloting various data vendors, it was easy to see that ReadyContacts is a cut above."

Anna Jensen
Anna Jensen Director of Marketing, DigitalShadows
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Looking for a dataset?

Get a customized dataset for your next campaign from Ready and save yourself from expensive annual subscriptions :)

BY MARKETING LEADERS

"After piloting various data vendors, it was easy to see that ReadyContacts is a cut above."

Anna Jensen
Anna Jensen Director of Marketing, DigitalShadows