For marketing teams to develop a successful account-based marketing strategy, they need to ensure good data is housed within its Customer Relationship Management (CRM) software. More specifically, updated data can help organizations outline key accounts for their campaigns. And to begin the targeting process, marketing teams must develop an Ideal Customer Profile (ICP) with appropriate firmographic and behavioral data to ensure they’re going after the correct audience.
Not so fast, though. According to Forrester Research, only 8% of marketing professionals have confidence that their data is 90-100% accurate. The amount of bad data causes teams to waste valuable time during their workflow, and decreases their number of targeted prospects.
