Is B2B company data provided by major vendors correct? How likely is it that marketers and salespeople will be able to connect with the prospects they're trying to reach?

To find out Ruth P. Stevens and Bernice Grossman examined B2B prospecting data provided by five major vendors: Equifax, Harte Hanks, Infogroup, Lake B2B, and Salesforce.

The researchers used PointClear to verify by phone the accuracy of the company names, addresses, and URLs collected by the data vendors. 

Overall, most of the data provided by vendors is accurate, ranging from 93% to 99% correct, the analysis found.

Company name is the field most likely to be inaccurate, though 93% of names are correct, on average.

About the research: The report was based on an analysis of B2B prospecting data provided by five major vendors: Equifax, Harte Hanks, Infogroup, Lake B2B, and Salesforce.

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ABOUT THE AUTHOR

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