Bad Data Is Killing Your B2B Pipeline

B2B companies rely on data for everything—lead generation, sales outreach, account-based marketing, and customer retention. But if that data is inaccurate, incomplete, or duplicated, it’s doing more harm than good.

Without identity resolution, your data problems look like this:
❌ Multiple records for the same company because employees use different emails.
❌ Sales teams chasing leads that aren’t real due to outdated or duplicate contacts.
❌ Marketing targeting the wrong accounts because data enrichment tools can’t connect fragmented information.

Identity resolution fixes these problems by ensuring every contact, company, and account is correctly matched and consolidated, leading to better targeting, better sales efficiency, and better business outcomes.

Why B2B Data Accuracy Is So Challenging

Unlike B2C, where most interactions are tied to individual consumers, B2B sales cycles involve multiple decision-makers, company-wide engagements, and long buying journeys. That means:

• A single company may have dozens of contacts across departments.
• Employees change jobs, emails, and roles frequently.
• Businesses have multiple locations, subsidiaries, and rebrands that create duplicate records.
• Sales and marketing teams use different tools that don’t sync, leading to inconsistent data.

How Identity Resolution Improves B2B Data Accuracy

1. Eliminating Duplicate & Inconsistent Records

✔ Consolidates multiple contact entries from different sources into one accurate record.
✔ Links work and personal emails to the same contact to track full engagement.
✔ Prevents SDRs from wasting time on duplicate leads.

2. Unifying Account Data for Better ABM & Lead Scoring

✔ Matches employees to the right company accounts so marketing isn’t targeting individual contacts randomly.
✔ Helps sales teams see how an entire account engages, not just one person.
✔ Improves lead scoring by providing a full-funnel view of engagement from multiple stakeholders.

3. Keeping Data Up-to-Date & Actionable

✔ Tracks job changes and updates contact details dynamically.
✔ Ensures that outdated or inactive contacts don’t clog your CRM.
✔ Keeps company hierarchies accurate—merging records when businesses rebrand, merge, or acquire new entities.

The Cost of Bad Data in B2B

🚩 Wasted Sales Time – SDRs chasing the wrong contacts, missing key decision-makers, or working with bad email addresses.
🚩 Marketing Inefficiency – Campaigns targeting stale or incorrect accounts instead of real prospects.
🚩 Lost Revenue – Misattributed accounts lead to missed upsell and renewal opportunities.

The Future of B2B Identity Resolution

🔮 AI-powered identity resolution will replace manual data cleanup, ensuring contacts and accounts stay accurate in real time.
🔮 First-party data will become the backbone of B2B marketing as third-party data sources become less reliable.
🔮 Real-time account resolution will become standard, ensuring sales teams always have up-to-date company and contact data.

Want to See Identity Resolution in Action?

If your B2B data is full of duplicates, missing key connections, and costing you deals, identity resolution can fix it.

View the Identity Resolution Slide Deck to see how it works. If you’re ready to start using identity resolution the right way, you can purchase it here.