How a Recent Data Audit Revived 14,021 "Lost" Contacts into Revenue-Driving Opportunities
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In the fast-evolving world of B2B data, the one constant is change. Recently, we conducted a data audit for a customer who was sitting on a large client list acquired with a previous business. This list of 14,021 contacts had potential, but it hadn’t been updated for some time. As expected, the results showed how quickly data can become obsolete: out of 14,021 rows, only 989 contacts were still in their original roles—a staggering attrition rate of over 93%.
Why is this kind of data decay so common? Today’s workforce is mobile, with industry averages showing about 20-25% of contacts changing roles or companies each year. Add mergers, new product launches, and company rebrands, and it’s no wonder B2B contact lists quickly lose relevance. This situation highlights an ongoing need for businesses to prioritize data hygiene as a core part of their strategy.
Breaking Down the Data Decay
Here’s a snapshot of what our audit uncovered:
- Total Contacts Audited: 14,021
- Contacts Still in Previous Roles: 989 (7%)
- Moved Contacts: 13,032 (93%)
For most organizations, this level of decay can feel daunting, especially when these contacts represent untapped opportunities. However, our client had the foresight to recognize this and took an important step: they entrusted us to help track these former users to their new companies and roles.
The Re-discovery Process: Identifying New Opportunities
Instead of simply discarding the outdated data, we employed a two-step approach:
- Tracking Former Contacts to New Roles and Companies: We used advanced B2B data enrichment techniques to identify where the 13,032 moved contacts were now employed. For each, we verified their current role and company and appended new contact details.
- Appending Signal Data: To maximize the strategic value of this enriched data, we added crucial signal information like the number of sales reps at the new company, recent growth metrics, and any new product launches. These insights helped the customer segment and prioritize the rediscovered contacts, ensuring targeted outreach efforts.
Turning Data Decay into a Successful Campaign
With an updated, validated contact list and signal data, the client could re-engage their audience strategically. By targeting the former users—now often in more senior or strategically relevant positions—at new companies, our client executed a campaign that not only re-introduced their offerings but also connected to these contacts' new priorities.
The results? The enriched data set led to a commercially successful campaign, with significant conversion rates due to the precise, relevant targeting.
Why Regular Data Hygiene Matters
Data decay is inevitable, but it doesn’t have to be a lost opportunity. Regular audits like these can turn stagnant lists into powerful prospecting tools, fueling growth by reconnecting with audiences who already understand your value. As this case study shows, knowing where your old contacts are today can be just as valuable as reaching new ones.
What’s Included in a Free Data Audit
Our free audit service provides a comprehensive check of your contact list, covering these key aspects:
- Is the contact still with the company?
- Verify if each contact is still in their previous role or has moved on.
- Is the email deliverable?
- Check email validity and ensure it’s deliverable.
- LinkedIn Profile URL
- Confirm and append LinkedIn profile URLs for verified contacts.
- Email Availability
- Validate and append missing emails where possible.
- Phone Availability
- Verify and append direct phone numbers where possible.
By covering these essentials, our audit not only helps you clean and validate your contact list but also equips you with the information needed to re-engage your target audience effectively.
Free Data Audit Offer
Interested in transforming your old lists into new opportunities? We’re offering a free data audit to assess and revitalize your contact data. Let’s work together to uncover lost revenue potential in your existing databases.
