Maribeth Ross’ latest article on ‘MarketingProfs’ is titled “Five Easy Tricks to Get More Treats From Your B2B Contact Database”.
Ross says, “”Trick or Treat” may be a beloved phrase come Halloween, but it takes on a whole new meaning for many B2B marketers whenever a lead generation campaign is deployed: Will its performance be an absolute treat bag full of results, or do the open, bounce-back, and click-through rates point toward some kind of trickery?
Unfortunately, what we often get is the latter. And, when do, the culprit is often a scary-looking database.
One NetProspex analysis found that business-records data decays at 2% per month, and SiriusDecisions has reported that up to 30% of a contact database goes bad each year”.
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