Decision-maker turnover quietly degrades your data — and your results. A competitive job market makes list hygiene a standing job.
A competitive job market should be a good thing, but it creates a challenge for marketers: the impact of decision-maker turnover on the quality of your data.
A 2018 Fierce Healthcare study found the hospital CEO turnover rate had hit the same astonishing level for the fourth year in a row. That revolving door doesn’t just degrade list quality — it degrades results, one departed decision maker at a time.
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People tell you how they think; results come from how they behave. Four places research goes wrong — people, question, framework, expectations.
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The most compelling offer ever still misses if the titles are wrong. Three words explain it: functional title data.
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Why building your list is better than buying one — the case in a single infographic-led argument.
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Organically built lists perform better: in one head-to-head drip campaign, opens and clicks ran as much as 150% higher than a compiled list.
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Martech grew from 150 platforms in 2011 to more than 3,500 in 2016 — and many teams are drowning in the data. Start with the contact list.
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Predictive modeling and attribute-based segmentation for prioritizing the prospects most likely to become sales opportunities.
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A robust data strategy is the essential foundation — aligned to business goals, built on quality data, and ready for AI.
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