Bad Contact Data Guarantees Poor Results

Expert John M. Coe examines the pervasive problem of bad contact data in B2B marketing — why it happens, what it costs, and how to fix it. This white paper offers actionable strategies to improve data accuracy and drive better marketing results.

Why Contact Data Goes Bad

• Initial input data was incorrect — wrong title, mistyped email address
• Information was incomplete — no email address or direct phone number
• Data decayed before it could be corrected — job changes, company moves
• The update process introduced new errors from third-party sources

Three Sources of Contact Data

First-party data is what you collect directly from your audience or internal sources — CRM, sales, business development. Second-party data comes from a trusted partner's first-party data. Third-party data is collected and sold by data vendors, covering broad market segments at scale.

Finding a Quality Data Partner

• Look for a 95%+ email validity guarantee backed by methodology
• Demand continuous data hygiene and ongoing cleansing processes
• Evaluate accuracy of firmographic and contact data fields
• Require proven deliverability track records and transparent practices

To Sum Up

Bad contact data is a marketing killer — but it is fixable. By understanding where data goes wrong and partnering with a quality provider that maintains high standards, B2B marketers can transform their program results and protect their sender reputation.