Overcoming the Clean Data Obstacles to Lead Generation Success

Purchasing B2B data from a third-party is pretty commonplace these days, especially for businesses looking to generate leads and get in touch with decision-makers within larger companies. And while buying B2B data outright can save your company a lot of time and effort, there is one obstacle that you’ll need to figure out how to overcome in order to maximize your chances of success. That obstacle is “dirty data,” or B2B data that’s outdated or otherwise inaccurate. After all, it’s estimated that more than 10% of the typical database will change within a one-year period.

The good news is that there are steps you can take to overcome this hurdle and ensure cleaner data that’ll get you closer to your goals.

Build Your Own Database

The first logical option to ensuring data cleanliness and quality would be that of aggregating your own database within your company. After all, an organically built list doesn’t cost your company anything (other than the staffing to input the data and maintain it), and you know that all the contacts within the database have opted in, making them more likely to respond to your marketing efforts. Of course, it’s also important to note that building your own list can be very time consuming, so it’s not ideal for every company.

Rent Instead of Buy

Another option to address the problem of B2B data cleanliness is that of renting your data as opposed to buying large lists outright from a third party. Often times, when you buy data, there are purchase minimums in place that can be out of the budget of a smaller business. Not to mention, when you buy a smaller list, you’re more likely to end up with unusable data. When you rent, you may have the option to only pay for the leads you actually use, so outdated or inaccurate information isn’t as much of an issue.

Try Third-Party Syndication

Another possibility to consider when striving to overcome the challenge of obtaining clean data in the B2B world is that of opting for a third-party syndication service. This option is similar to that of renting your data with the exception that instead of buying a large list, you’re essentially paying a third-party service to create a unique in-house list for your business. The nice thing about this option is that you don’t have to worry about managing the data or updating it; your service fee pays for the company to take care of that for you for as long as you’re subscribed.

Be Picky With Your Data Purchase

Of course, if you’re set on buying B2B data outright from a provider, the best thing you can do to avoid dity data is simply to find a company that you can trust. Specifically, choose a company that offers refunds for unusable data and/or that updates and cleanses its data at least once every several months. This will provide you with added peace of mind in your purchase.

Keeping data clean will always be a challenge, but there are always strategies you can follow to avoid wasting your time and money.

Garrett Hollander

Garrett Hollander

Director, Content Strategy at Red Base Interactive
Garrett Hollander serves as the Director of Content Strategy for Red Base Interactive. In that role, he serves the B2B sales and marketing community with premium content, posts, and ideas around various topics related to B2B sales.
Garrett Hollander
Garrett Hollander