BENCHMARK REPORTDATA DECAY’S COSTLY IMPACT

ZoomInfo recently surveyed CRM database managers in order to better understand their successes and pain points.

The purpose of this survey was to compile the results and create a benchmark report so you can maximize your own lead generation efforts.

About this Report

BENCHMARK REPORT 3

ZoomInfo recently surveyed CRM database managers to gain insight on where they’re having success, as well as the challenges they face.

BASED ON THE INFORMATION GATHERED, THE RESEARCH AND INSIGHTS SHOW:

Successful nurture campaign workflows are

CRM database managers’ main objective, as

reported by 67% of respondents

CRM database managers had an equal focus

on cleaning, de-duping, and updating their

databases and generating more quality leads,

as both were reported as main objectives by

44% of respondents

Marketing automation software was reported

to be used by 44% of respondents

It’s not shocking that 33% of respondents

reported that too much outdated information

in their databases keep them up at night

The findings in this report include

three graphs that analyze the goals

and challenges of CRM database

managers. The report can be used

to benchmark how your current

strategy is doing compared to other

organizations, increase ROI, and

drive more revenue.

67%

TABLE OF CONTENTS4 The main objectives of a CRM

database manager

5 Tools used by CRM database

managers

6 Biggest challenges faced

7 Conclusion

44%

33%44%

BENCHMARK REPORT 4

The main objectives of a CRM database manager

RECOMMENDATION

In order for nurture campaigns to be

successful, your organization must

maintain a healthy and actionable

database. We recommend

filling in the missing information,

updating obsolete information, and

segmenting your data to ensure

you’re running targeted campaigns.

11%

67%SUCCESSFUL NURTURE CAMPAIGN WORKFLOW

44%CLEANING, DE-DUPING, AND UPDATING YOUR

DATABASE

44%MORE QUALITY LEADS 33%

LEAD ROUTING

OTHER

SUMMARY

CRM database managers are

most concerned with a running

a successful nurture campaign

workflow (67%), followed by an

equal focus on cleaning, de-duping,

and updating their databases and

generating more quality leads (44%).

* Respondents selected all that applied.

BENCHMARK REPORT 5

Tools used byCRM database managers

RECOMMENDATION

Make sure you’re supercharging your

campaigns with healthy data and

maintaining an actionable database.

While it’s great to utilize these types

of tools, if your data is obsolete, missing

important fields, or contains duplicate

records then you’re not maximizing your lead

generation efforts. Don’t become a victim to

data decay.

44% MARKETING AUTOMATION

33% CRM

33% PROSPECTING TOOLS

22% CRM RELATED VENDORS

11% OTHER

SUMMARY

44% of respondents reported that

they use marketing automation, 33%

use a CRM system, and 33% use

some type of a prospecting tool.

* Respondents selected all that applied.

BENCHMARK REPORT 6

Biggest challenges faced

RECOMMENDATION

We recommend eliminating

obsolete records, updating missing

fields, checking email validity, and

appending your data with key

B2B information such as industry,

company revenue and size, title, job

function, management level, and

more.

33% Too much outdated information

22% Need for reporting

11% Missing data points within the CRM

11% Ever changing compliance

regulations

11% All of the above

11% Other

33%

22%

11% 11% 11% 11%

* Respondents selected

all that applied.

SUMMARY

It’s not shocking that 33% of

respondents reported that too

much outdated information in their

databases keeps them up at night.

Data decays rapidly, especially

because 30% of people change jobs

annually, 43% of people’s phone

numbers change annually, and 37%

of people’s email addresses change

annually.

BENCHMARK REPORT 7

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Conclusion

A large percentage of respondents

reported that their main objective was

cleaning, de-duping, and updating their

databases.

Additionally, respondents reported that

too much outdated information is what

keeps them up at night.

In order to maintain a healthy and

updated database, we recommend

eliminating obsolete records, updating

missing fields, checking email validity,

and appending your data with key B2B

information such as industry, company

revenue and size, title, job function,

management level, and more.