Data obsolescence occurs at an alarmingly fast rate. B2B organizations need to be able to rely on accurate data to achieve efficient sales and marketing campaigns. Erroneous contact information weakens customer relationship management (CRM), sales, marketing tools, and more. 

Rate of Decay

B2B client data decayed at roughly 70.3% per year prior to the pandemic. This mostly occurred as a result of individuals taking on new jobs. 

True to form, the pandemic exacerbated the situation. Among workers who had a job in February of 2020, nearly 37%  were no longer with the same employer a year later. This level of churn is double the pre-pandemic norm and serves as an indicator of accelerated data decay.  

Decay and Dissatisfaction 

Businesses are suffering the consequences and dissatisfaction abounds. 

Salesforce recently published the seventh edition of its “State of Marketing” report. Only 42% of those polled are satisfied with their data quality and hygiene, while 40% are satisfied with the "completeness" of their data. 

Airtable’s “Marketing Trends Report” shows that 20% to 49% of those polled believe that data is duplicated in multiple places. 

Inferior lead generation, sub-standard conversion rates, and sluggish sales pipelines — not to mention lousy customer experience and a damaged brand reputation — are a few of the possible consequences of using unhygienic data. 

There is clearly much work to be done. The question is, how?

Demyst Fights Data Decay 

The only way to combat data decay is with good hygiene. Consistent, ongoing, and periodic validation checks are called for. 

Signing up for a free Demyst account unlocks thousands of data sets for evaluation and production use. 

Via the utilization of the Demyst ecosystem, enterprises can confirm the legitimacy of existing records; and update outdated, invalid, and or incomplete data within their CRM.