The B2B Data Decay Epidemic: How To Protect Your Bottom Line
ViB: B2B Marketing News Roundup, Tuesday, May 7th, 2024
This is a Forbes Business Council Post written by ViB CEO, Sean Shea. (Sean Shea is a philanthropist, TEDx speaker and founder and CEO of ViB, a company that generates quality leads for B2B companies globally.)
If your company starts the year with 10,000 contacts in one database, you might be left with just 3,000 usable contacts by the end of the year. That's because B2B contact data decays as fast as 70.3% per year, according to Gartner (download required).
In B2B marketing, I think data decay is worth discussing because if you're not actively working to combat it, your revenue may be in trouble. I don't say that to alarm you but to help you be more aware of the issue.
Of course, talking about it and doing something about it are two different things. So, I hope by the end of this you will understand data decay, what's at stake and what you can do about it, as early as today. Let's start with the basics.