Article
Data Decay: What, Why and How?
People and companies change every day. Companies make acquisitions, people change jobs, and intentions are dynamic. This means your data changes every day – but is your database up to date? Is the data you use to drive your business as accurate as the day you procured it? Data Decay is an issue that every company must face at some point. Email marketing databases, for example, naturally degrade by approximately 23% every year according to Hubspot.
Data decay has especially accelerated during and after the pandemic. This is agreed on by 79% of Customer Relationship Management (CRM) users according to The State of CRM Data Health in 2022 published by Validity. As the business environment restructures itself in the post-pandemic era, a new symptom is quickly spreading among companies: millions of workers are still quitting their jobs in 2022. The “Great Resignation” is affecting even the most solid data-driven strategies for B2B marketers.
High-quality data is the fuel that makes the sales funnel engines spin. According to the Global Data Management Report, which considered responses from 700 data-centric business leaders around the globe, 84% of B2B companies saw increasing demand for data-driven insights within their organizations during the COVID-19 pandemic. The effects derived from the “Great Reshuffle” or “Big Quit” have accelerated this decay to levels not fully understood.
While the degree of decay is not yet fully understood, our response to it can greatly mitigate the effects the decay will have on our organizations’ successful use of data to drive decisions. Here are 6 ways you can address data decay to ensure your data is accurate, up-to-date and, most of all, insightful:
What Is The Hidden Cost of Lead-Based GTM?
Latest Articles
Article
What free prospecting tools actually stay free?
You found a free tool. You signed up, poked around, and it worked. Then thirty days later, the feature you actually needed moved behind a paywall. Sound familiar?
Free has a reputation for being temporary. In B2B sales, that reputation is mostly earned. Most tools that call themselves free are running a trial with a timer you can't see. The prospecting category is especially guilty of this. You get a handful of credits, a stripped-down dashboard, and a persistent upgrade banner that follows you everywhere.
But not every free tier is a trick. Some tools offer real, repeatable value without demanding a credit card the moment you start doing actual work. The difference lies in what the tool is built to do, who it's built for, and whether free is a real product or just a funnel.
Here's how to think about the free tools in your prospecting stack, what to watch for, and what actually holds up when you test it against a real quota.
Article
What Is Website Visitor Identification?
Your website gets traffic every day. Some visitors convert. Most do not. The ones who leave without filling out a form are not gone forever, but without website visitor identification, your revenue team has no way to know who they were or what they were looking at.
Website visitor identification is the process of resolving anonymous website activity into known accounts, contacts, and buying signals. It connects the dots between an IP address or browser session and an actual company or person in your target market.
For revenue teams operating at scale, this is not a nice-to-have. It is a foundational capability for any go-to-market system that depends on real-time data to drive engagement, routing, and pipeline.
Article
6sense vs Demandbase: What Each One Solves, and What Neither Does
You already know the pitch decks. Two platforms, two intent graphs, two claims to own the account-based motion.
The real question is not which vendor wins a bake-off. The question is what each platform actually solves inside your revenue stack, and what still breaks after you deploy one.
Most teams evaluating 6sense vs Demandbase are trying to fix an execution problem with an orchestration tool. That works until the underlying data fails. Then scoring drifts, routing misfires, and your reps stop trusting the priority list.
This post breaks down where each platform is strong, where both leave gaps, and what you need underneath them to make either one perform.
