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Annual Marketing Data Benchmark Report from Dun & Bradstreet NetProspex Analyzes 223 Million Records and Identifies That More Than 71 Percent Have Gaps and Inaccuracies

Dun & Bradstreet NetProspex, a provider of premiere, cloud-based B2B marketing data management services, today released the 2015 State of Marketing Data Benchmark Report. This report, the third annual edition, aggregates data collected over the course of the last year from the Data HealthScan service provided by the company’s Workbench product. Powered by a more than 3.5x increase in the number of records analyzed over the 2014 report, this year’s report revealed that more than 71 percent of records in B2B marketing databases suffer from an accuracy and completeness standpoint.

Based on industry research and an in-depth of analysis of 223 million records from a broad range of organizations throughout the course of last year, the Marketing Data Benchmark Report examined files across four key functional areas including record completeness, email deliverability, phone connectability and record duplication. Each best practice area was broken down to gauge the respective health scores in aggregate and by industry segment. Other specific findings from the report include:

  • 62 percent of the files analyzed returned email deliverability scores that ranked as questionable or worse in the five point scale used by the report
  • More than 66 percent of records were missing revenue and industry data – two critical components of lead scoring and effective segmentation and targeting
  • 41 percent of records did not include a working phone number in the contact information

“B2B marketing is fundamentally changing, and the ‘new normal’ puts data at the center of much of this activity,” said John Donlon, Research Director for Marketing Operations, SiriusDecisions. “This report shows there are still a lot of marketers who need to rethink the critical importance of quality data as a fundamental element of driving engagement and ensuring a rich pipeline of qualified leads. On the bright side, marketers don’t have to do this on their own—a number of best practices and innovations now exist to help them develop a data management strategy and get them on the path to being data-driven organizations.”

A key driver in the overwhelming growth of analyzed records came from the continued acceleration of marketing technology adoption by B2B marketers. While the report suggests that data management remains a top challenge for many of today’s marketers, Dun & Bradstreet NetProspex also found that marketers who do invest in data management solutions see significant improvement in key metrics for their demand generation programs. Customer examples include:

  • A Software-as-a-Service company realized a 120 percent increase in the generation of marketing-qualified leads and a 112 percent increase in marketing generated revenue
  • A large consumer packaged goods company increased the generation of sales accepted leads by 71 percent
  • A human resources management provider experienced a 171 percent increase in open rates on email campaigns

“The 2015 State of Marketing Data Benchmark Report made it clear that marketing data management continues to be a huge problem among organizations,” said Michael Bird, General Manager, Dun & Bradstreet NetProspex. “As more organizations lean in to these challenges, we are seeing great results in improving their top of funnel and lead development efforts driven by a better data strategy. With this continued focus on efficiency and effectiveness for B2B marketers – largely driven by technology – we are thrilled to have our data services be a critical part of it.”

To unveil the full statistics from the report, Donlon will join Dun & Bradstreet NetProspex’s Vice President of Marketing, Derek Slayton, in a webinar hosted by MarketingProfs on Tuesday, March 17 at 1:00 p.m. ET. They will dive into the report findings and discuss key activities marketers can do to build and execute a solid data management strategy. For details and to register, visit this site and follow the discussion live on Twitter using #DataIsGold.

About Dun & Bradstreet NetProspex:
Dun & Bradstreet NetProspex is the premiere cloud-based B2B marketing data management services and solution provider, committed to helping customers unlock maximum value from their relationships – between data points, between businesses and between people. We help thousands of B2B marketing and sales organizations optimize their revenue impact by increasing the quality and effectiveness of their marketing database through better segmentation, targeting and communication with their ideal customers. Tightly integrated with Dun & Bradstreet's proprietary global business data and analytics, Dun & Bradstreet NetProspex offers a suite of data services that make marketing databases accurate, targeted, and actionable. Dun & Bradstreet NetProspex is headquartered in Waltham, MA. For more information visit and follow the company on Twitter at @NetProspex.


Version 2.0 Communications for Dun & Bradstreet NetProspex
Kristen Leathers, 617-426-2222
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