B2B marketers must adopt a more “stringent attitude” to maintaining data quality or risk more businesses signing up for corporate telephone and fax preference services, Experian has warned.
The firm said that unless marketers take a more serious approach to data quality issues, increasing numbers of businesses will join the three million that have already signed up for the Corporate Telephone Preference Service (CTPS) and Fax Preference Service (FPS).
Experian just launched a data healthcheck service for B2B marketers which reviews organisations’ data records for accuracy and identifies the percentage of a database’s records likely to go bust within twelve months.
Nick Frazer, head of B2B marketing at Experian, told B2B magazine: “Far from being solely an issue for the B2C market, the quality and accuracy of data and how it is used is increasingly becoming a driver in a business’ desire and willingness to interact with other businesses.”
Since its inception, almost 1.2 million UK companies have signed up for the CTPS, while almost two million businesses have signed up for the FPS, Mr Frazer added.