What is the Expiration Rate of B2B Contact Data? We Know the Answer and it May Surprise You.

Do you know what B2B contact data has in common with milk, license plates, and good looks? They all have an expiration date, the results of which we all know too well:

  • E-mail campaigns with lots of soft and hard bounces
  • B2B lead generation list and sales campaigns where your reps are spending a lot of time fumbling around looking for the right person

Like it or not, every B2B marketing campaign starts with B2B contact data. And a necessary evil in this business is that part of your list of contacts will always be bad and expiring.

So you might feel good about the database you acquired or have built over the years, but I want to tell you something jarring: At least 25% of those contact records are trash!According to MarketingSherpa, 2.1% of contact data goes bad every month. That’s 25% per year.

The solution is simple, and twofold:

  1. Expect that some of the data you purchase will be obsolete, and
  2. Try to minimize the bad data you feed into your marketing campaigns (one way to minimize dirty data is to work with a B2B contact data vendor like RedBase Interactivethat has an accuracy guarantee).

SiriusDecisions says that “The company that markets with a healthy data-cleansing routine can realize nearly 70% more revenue than an ‘average’ organization, based purely on data quality.” B2B contact data fuels marketing campaigns, and if you run them on bad fuel… well, bad things can happen.


The bottom line is that you should treat your B2B contact data as a living organism. It needs to be constantly refreshed and added to and bad data removed. B2B contact data can not be treated as a static asset.

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