A little data goes a long way. This is especially true in the context of business-to-business (B2B) customer data. For example, even in non-recession times, the average monthly employee turnover in the United States alone is 2.1 million people, and the average turnover rate in the United Kingdom is greater than 13%. As sales and marketing professionals, we rely on the contact information of the decision makers who actively work for companies in our target markets. I don’t know about you, but I don’t have time to update the contact details of millions of people each month.
The change volume and pace that takes place in business requires that you have a consistent, reliable data source for your customers and prospects. The cost of data updates, appends, enhancements (choose your favorite wording) is far less than the amount you spend in production and mailing costs only to have it wasted because the person is no longer with the company. Make sure you keep your marketing database current and only obtain data from sources that are fresh and validated on a regular basis.
