For B2B marketers, the demands to deliver meaningful results have never been higher. Yet, too often, teams are bogged down with administrative tasks—maintaining databases, verifying contacts, cleaning up outdated information, and scouting for new leads. In fact, studies show that B2B marketers spend up to 30% of their time managing data rather than actively engaging in growth-driving activities. That’s roughly 30 hours a month that could be used more productively!

Why Marketing Data Maintenance is Costing You Growth

Your marketing database is a valuable asset—but only when it’s current, accurate, and relevant. Unfortunately, data degrades rapidly: around 36% of contact data decays each year as people change jobs, companies, and titles. As a result, marketers face the repetitive task of verifying, updating, and enriching their data to avoid wasted efforts on outdated or irrelevant contacts. This grind isn’t just time-consuming; it also pulls your team’s focus away from more impactful, growth-oriented work.

The three biggest data challenges marketers face are:

1. Data Decay: Up to 70% of your database may become outdated annually.
2. Inaccurate Information: Nearly 40% of salespeople say inaccurate data is their biggest obstacle to successful lead generation.
3. Lead Sourcing: Finding reliable sources of fresh, qualified leads requires time, and the constant updates to industry lists and contacts can make this process feel never-ending.

Freeing Up 30 Hours: The Case for a Data Expert Team

So, how can you reclaim those 30 hours? By entrusting data management to a specialised team of trained and equipped data experts who can streamline, cleanse, and enrich your database, you allow your marketers to return their focus to core business activities. Instead of spending time on laborious data tasks, a dedicated data team can:

• Regularly verify and clean contact information to ensure it’s accurate and relevant.
• Quickly identify and enrich missing data fields, such as job titles, industry, and company size.
• Deliver fresh and reliable lead lists tailored to your target market, keeping your funnel full of prospects primed for engagement.

With data experts handling these responsibilities, your marketing team gains the bandwidth to:

• Develop and launch targeted campaigns: Marketers can spend more time crafting messaging and segmenting audiences effectively to drive high-quality leads through campaigns.
• Focus on creative and strategic initiatives: Freed from database maintenance, marketers can experiment with new tactics, nurture innovative ideas, and tailor content for different stages in the buying cycle.
• Engage in meaningful analytics and reporting: With accurate data at their fingertips, teams can derive deeper insights, refine targeting, and make more data-driven decisions to optimise campaigns and improve ROI.

The Impact: Maximised Efficiency and Greater Growth Potential

Investing in a specialised data team can lead to measurable improvements. Studies show that companies with clean and well-maintained databases experience 550% more effective lead nurturing, while sales teams see a 20% increase in productivity when they work from accurate, well-sourced data. By shifting the burden of data management to dedicated professionals, you’re not just freeing up time—you’re empowering your team to drive real, impactful business growth.

So, imagine what your marketing team could achieve with an extra 30 hours each month. It’s not just about saving time; it’s about enabling your team to focus on growth, creativity, and strategic impact. It’s time to let your marketers be marketers again.