The Importance of Actionable Customer Data

Bad Data Quality Can Be A Competitive Disadvantage

What is the biggest marketing challenge for most organizations? According to a 2018 report from HubSpot Research, based on a survey of marketing professionals, the answer (for 61 percent) is converting contacts and leads to customers. Another 39 percent cited proving the return on investment of their marketing activities.

When the researchers asked about top marketing priorities, prospect conversion and proving ROI again figured prominently. Other areas of focus appeared as well, including increasing revenue derived from existing customers, sales enablement, and reducing the cost of contacts, leads, and customer acquisition.

None of this is possible without an actionable database.