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Most B2B marketing/sales databases lack key information about prospects and customers, according to a recent report from NetProspex.

The report was based on an analysis of 223 million records in the databases of B2B companies. The researchers examined which commonly required fields were "missing" from each record (the report makes the assumption that each of these data points is necessary, which may not actually be the case for all companies).

Some 84% of the records analyzed were missing revenue information and 82% were missing employee information about the lead's/customer's company, the analysis found.

Other common data points lacking from records included website domain (72% did not include), industry information (71%), phone number (54%), and title information (34%).

The researchers also gave B2B companies overall "health ratings" in various marketing/sales data categories, including email deliverability, record completeness, phone connectivity, and record duplication.

B2B companies in general are doing a good job of dealing with duplicate leads/customers, with 90% of databases containing fewer than 10% duplicates, the analysis found.

In contrast, more than half (54%) of the records analyzed did not include a phone number, and many others were inaccurate, making "phone connectability" poor overall.

About the research: The report was based on an analysis of 223 million records in the databases of B2B companies.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji