2. ZoomInfo recently surveyed CRM database
managers in order to better understand their
successes and pain points.
The purpose of this survey was to compile
the results and create a benchmark report so
you can maximize your own lead generation
efforts.
About this Report
3. BENCHMARK REPORT 3
ZoomInfo recently surveyed CRM database
managers to gain insight on where they’re
having success, as well as the
challenges they face.
BASED ON THE INFORMATION GATHERED, THE RESEARCH AND INSIGHTS SHOW:
Successful nurture campaign workflows are
CRM database managers’ main objective, as
reported by 67% of respondents
CRM database managers had an equal focus
on cleaning, de-duping, and updating their
databases and generating more quality leads,
as both were reported as main objectives by
44% of respondents
Marketing automation software was reported
to be used by 44% of respondents
It’s not shocking that 33% of respondents
reported that too much outdated information
in their databases keep them up at night
The findings in this report include
three graphs that analyze the goals
and challenges of CRM database
managers. The report can be used
to benchmark how your current
strategy is doing compared to other
organizations, increase ROI, and
drive more revenue.
67%
TABLE OF CONTENTS
4 The main objectives of a CRM
database manager
5 Tools used by CRM database
managers
6 Biggest challenges faced
7 Conclusion
44%
33%44%
4. BENCHMARK REPORT 4
The main objectives
of a CRM database manager
RECOMMENDATION
In order for nurture campaigns to be
successful, your organization must
maintain a healthy and actionable
database. We recommend
filling in the missing information,
updating obsolete information, and
segmenting your data to ensure
you’re running targeted campaigns.
11%
67%
SUCCESSFUL NURTURE
CAMPAIGN WORKFLOW
44%
CLEANING, DE-DUPING,
AND UPDATING YOUR
DATABASE
44%
MORE QUALITY LEADS 33%
LEAD ROUTING
OTHER
SUMMARY
CRM database managers are
most concerned with a running
a successful nurture campaign
workflow (67%), followed by an
equal focus on cleaning, de-duping,
and updating their databases and
generating more quality leads (44%).
* Respondents selected all that applied.
5. BENCHMARK REPORT 5
Tools used by
CRM database managers
RECOMMENDATION
Make sure you’re supercharging your
campaigns with healthy data and
maintaining an actionable database.
While it’s great to utilize these types
of tools, if your data is obsolete, missing
important fields, or contains duplicate
records then you’re not maximizing your lead
generation efforts. Don’t become a victim to
data decay.
44% MARKETING AUTOMATION
33% CRM
33% PROSPECTING TOOLS
22% CRM RELATED VENDORS
11% OTHER
SUMMARY
44% of respondents reported that
they use marketing automation, 33%
use a CRM system, and 33% use
some type of a prospecting tool.
* Respondents selected all that applied.
6. BENCHMARK REPORT 6
Biggest challenges faced
RECOMMENDATION
We recommend eliminating
obsolete records, updating missing
fields, checking email validity, and
appending your data with key
B2B information such as industry,
company revenue and size, title, job
function, management level, and
more.
33% Too much outdated information
22% Need for reporting
11% Missing data points within the CRM
11% Ever changing compliance
regulations
11% All of the above
11% Other
33%
22%
11% 11% 11% 11%
* Respondents selected
all that applied.
SUMMARY
It’s not shocking that 33% of
respondents reported that too
much outdated information in their
databases keeps them up at night.
Data decays rapidly, especially
because 30% of people change jobs
annually, 43% of people’s phone
numbers change annually, and 37%
of people’s email addresses change
annually.
7. BENCHMARK REPORT 7
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information
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Contact
Conclusion
A large percentage of respondents
reported that their main objective was
cleaning, de-duping, and updating their
databases.
Additionally, respondents reported that
too much outdated information is what
keeps them up at night.
In order to maintain a healthy and
updated database, we recommend
eliminating obsolete records, updating
missing fields, checking email validity,
and appending your data with key B2B
information such as industry, company
revenue and size, title, job function,
management level, and more.
