In B2B marketing, bad data represents a huge lost opportunity. According to SiriusDecisions, companies with the best quality data drive 70% more revenue through marketing programs than those with simply average data quality.
Despite the cost of bad data, the practice of the average marketer guarantees bad data, and it may be getting worse each year. With a growing body of research showing current marketing practices are consistently delivering bad data, it is time for change. [Read more…]