How Often Should I Update My B2B Data

How often should I update my B2B data? It’s a question every SME should ask — especially if you’re relying on email, telemarketing, or direct mail to drive new leads.

The hard truth? B2B data doesn’t age well. People change jobs, businesses move, and decision-makers come and go. If your data isn’t refreshed regularly, your campaigns will suffer — through bounces, failed calls, wasted time, and poor engagement.

We’ve seen businesses pour time and money into brilliant messaging, only to have it fall flat because the data underneath was outdated.

This post breaks down how fast B2B data decays, the risks of relying on stale information, and practical guidelines for how often to update your lists — depending on channel, usage, and campaign goals. Whether you’re running your own outreach or buying data externally, you’ll come away knowing how to keep your database working hard (and legally) for your business.

Why B2B Data Doesn’t Stay Accurate for Long

How often should I update my B2B data? The answer starts with understanding just how quickly business information goes out of date.

Rapid Business Changes

• People move jobs constantly

• Companies rebrand, merge, or shut down

• Job titles and responsibilities evolve

The Data Decay Problem

B2B data typically decays at a rate of 30% to 40% per year — meaning even the best list loses value quickly without maintenance.

The Hidden Costs of Stale Data

• Increased bounce rates

• Wasted time chasing the wrong contacts

• Poor conversion rates

• Damaged sender reputation

Risks of Using Old or Stale Data

Wasted Time and Budget

• Calling and emailing contacts who’ve moved on

• Campaign performance suffers despite good messaging

• Automation tools fail due to broken data

Lower Engagement and Conversion Rates

• Messages miss the mark when contacts are no longer relevant

• Response rates drop, pipelines slow down

GDPR and CTPS Compliance Risks

Old data increases the chance of breaching regulations like GDPR and CTPS, exposing your business to unnecessary risks.

Reputational Damage

• Poor data makes your business look careless

• Lower engagement affects trust across future campaigns

How Often Should I Update My B2B Data? (By Channel)

Email Lists

• Update frequency: Monthly to quarterly

• Why: High decay rate due to job and domain changes

• Watch for: Rising bounces, lower opens, reduced clicks

Telemarketing Data

• Update frequency: Every 1 to 3 months

• CTPS re-checks: Every 28 days

• Why: Contact details and job roles change frequently

Postal Data

• Update frequency: Every 6 to 12 months

• Why: More stable, but relocations and closures still happen

Best Practices for Keeping Your Data Fresh

Work With a Provider That Updates Regularly

• Look for monthly or real-time updates

• Avoid static databases or outdated list sellers

Maintain Internal Hygiene

• Remove bounces, unsubscribes, and duplicates

• Track recency of contact and last engagement

• Segment lists based on responsiveness

Monitor Campaign Metrics

• Bounce rate up? Time to clean

• Reply rate down? Time to refresh

• Data decay shows up in performance — act early

When to Replace vs When to Clean Your Data

Clean Your Data When:

• Only certain segments underperform

• Bounce rate is creeping up but manageable

• You have systems in place for regular cleanup

Replace Your Data When:

• Campaign results are consistently poor

• Your list is 6+ months old and wasn’t recently refreshed

• Your targeting or ideal client profile has changed

Ask Your Provider:

• How old is my list?

• When was it last updated or CTPS-checked?

• Should I refresh or rebuild?

Why Choose Results Driven Marketing

We take data accuracy seriously — because your results depend on it.

Regular, Reliable Updates

• 700,000+ updates monthly

• Rolling updates across job roles and sectors

• Fresh, accurate, and tailored to your campaign

Quality Assurance

• 40-point data check

• 95%+ accuracy on email and phone

• 98%+ accuracy for postal data

Built-In Compliance

• CTPS checks every 28 days

• Fully GDPR aligned processes

Fast Delivery & Real Support

• Lists delivered within 24 hours

• Password-protected files in Excel/CSV format

• Speak to real people who understand your needs

Ready to Refresh Your Data? Let’s Talk

Whether you need better results, fewer bounces, or more accurate targeting — we’re here to help.

• Contact us for a no-pressure chat or quick quote

• Looking for targeted B2B contacts? Check out our email lists

• We’ll deliver accurate, compliant data fast — so you can focus on winning more business

Results Driven Marketing
B2B Data Lists | GDPR & CTPS Compliant | Delivered Fast
📍 Newcastle, UK | 📞 0191 406 6399 | 🌐 rdmarketing.co.uk