Everybody wants more leads, and rightfully so. Leads (done right) beget sales. Sales beget revenue. Revenue leads to profits (usually). And profits mean everyone keeps their jobs.
But lead gen, in B2B in particular, inevitably requires data. That data lives in the database, which is, in large measure, the brain of all lead gen initiatives.
B2B marketers spend a ton of time thinking about how to GET MORE LEADS, so they can put more information in the database. But they spend far, far, far less time (too little, in reality) thinking about the actual quality of that data.
Garbage In, Garbage Out
The problem is that the database brain isn’t as sharp as you think it is. Like trying to do a crossword puzzle after a night of drinking double IPAs, you’ll view most databases as being a little fuzzy and foggy.
This is not because your database is addicted to hops, although your results may vary. Instead, your database operates at less than peak efficiency (imperiling your lead gen) because the information stored in it often doesn’t match the real-world reality it is intended to mirror.
The Four Horsemen of Sketchy Data
A fascinating and frightening new report from our friends at ZoomInfo (they asked me to write this post for you) is call… Read More