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Is B-to-B Prospecting Data Accurate? Research White Paper

WPState_ofB2B_ProspectingDataAccuracy2016 (3)_Page_1Title:  The State of B-to-B Prospecting Data Accuracy

Published by/Authors: Bernice Grossman, Ruth Stevens, Karla Blalock, and David E. Knutson

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Score:  Five out of Five

Length: 4 Pages


  • Data accuracy at the account-based level is stronger than expected which was telephone verified by PointClear
  • Five database companies participated in the study (out of 28 and I bet the others wish they had partaken) are:
    • Equifax
    • Harte Hanks
    • Infogroup
    • Lake B2B
    • Salesforce
  • Each database was telephone verified for accuracy for company name, address, city, state, zip and URL.   
  • The percentage of accuracy is reported for each category by company.
The results of this study show that company level data to be generally accurate (at least from the companies that allowed their data to be tested); above 90% as shown in their chart.  The results indicate that marketers can feel “fairly” comfortable when it comes to company names, postal address and URLs.

SLMA Comment: The results of this study highlight that when you buy a database from a reputable company you can reply on data accuracy.    When you buy from unsolicited database vendors without portfolio and prices that are too good to be true, you get what you pay for.

Why It’s Important

Purchased data accuracy is 40-50% of the success of direct marketing programs.  If you buy from a known reputable company you’re half way to measurable success.  If you buy from an unknown data compiler your program’s success is slashed by 50%.”

Sales Lead Management Association 

Recommended for: 

  • VP Marketing
  • Director of Marketing
  • Marketing Operations
  • Lead Generation
  • Digital Content
  • MarCom

Download Link 234x60-join-slma-21careerbenefits

Disclaimer:  This review was conducted independently without the advice or consent of the publisher.    

Note:  If you would like your research or e-book reviewed, you may submit it to: content@salesleadmgmtassn.com.  There is no guarantee it will be reviewed.  You may not be given notice if it is reviewed.  If you would like to submit artwork for the cover of the work along with a copy of the work, you may do so.  Members and non-members, sponsors and non-sponsors are welcomed to submit work for review.  Sponsors are given priority for white paper reviews.

This blog is supported by the generous sponsorship of ClickPoint Software, OMI - Outward MediaVanillaSoft and Goldmine CRM Software

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