Why Is My B2B Data Underperforming? Key Reasons Explained

If you’re wondering, “why is my B2B data underperforming?”, you’re not alone. Many business owners, sales directors, and marketers invest in B2B marketing data expecting a surge in leads—only to be met with silence, high bounce rates, or wasted budget. It’s frustrating, especially when you’ve done everything else right.

But underperforming data isn’t always about the list itself. Sometimes it’s about targeting, compliance gaps, or how the data is used post-purchase. The good news? Most issues are fixable.

In this guide, we’ll break down the most common reasons B2B data doesn’t deliver—and show you how to turn things around. Whether you’re sending cold emails, running telemarketing campaigns, or testing new markets, these insights will help you get more from your data spend and avoid costly mistakes. At Results Driven Marketing, we care about getting you results—not just selling you lists.

1. Poor Targeting – Right Data, Wrong Audience

One of the biggest reasons B2B data underperforms is poor targeting. It’s not always that the data is “bad”—it might just be wrong for your campaign.

You might be reaching the wrong job titles, industries that don’t need your offer, or businesses that are too big (or too small) to convert. It’s easy to go too broad with your criteria, thinking more data means more results. In reality, irrelevant contacts dilute your message and waste budget.

What to look out for:

• Job titles that don’t match your buyer persona
• Irrelevant sectors with low interest in your product/service
• Locations outside your service area

How to fix it:

• Define your ideal customer: What sector, size, role, and region?
• Work backwards from your best clients or highest-performing campaigns
• Choose targeted data lists over bulk records

Good targeting isn’t about reaching everyone—it’s about reaching the right someone.

2. Outdated or Incomplete Records

Another major reason B2B data underperforms? It’s outdated or incomplete. Businesses close, people move roles, contact details change—B2B data ages fast.

Even a 6-month-old list can lead to high bounce rates, wasted dials, or emails landing in the wrong inbox. Incomplete data is just as damaging. Missing phone numbers, generic email addresses (like info@ or sales@), or blank fields make it harder to personalise or even reach your prospects.

Red flags to watch for:

• High email bounce rates
• Calls not connecting or hitting wrong departments
• Duplicate or missing contact info

What you can do:

• Ask when the data was last updated before buying
• Look for signs of complete records: direct dials, full names, job titles, business addresses
• Don’t assume quantity = quality—always prioritise accuracy

3. Lack of Compliance Checking

If your B2B data isn’t compliant, it’s not just underperforming—it’s risky. Poor compliance can damage your reputation, waste your marketing efforts, and even land you in legal trouble.

Many businesses unknowingly use data that breaches CTPS rules or doesn’t meet GDPR standards. This leads to blocked calls, ignored emails, or worse—complaints and penalties. Even if your message is strong, it won’t matter if it never reaches the right person or gets flagged as non-compliant.

Common compliance pitfalls:

• Calling numbers on the CTPS register without checking
• Using old data with unclear opt-in status
• Storing or sharing data without proper safeguards

What you should expect:

• Data that’s CTPS-screened before delivery
• Clear explanation of data sources and how it’s maintained
• Support on how to use the data responsibly in your campaigns

Being compliant doesn’t just protect you—it improves your chances of connecting with real prospects.

4. No Segmentation or Strategy

Even high-quality data will underperform if it’s used in a one-size-fits-all campaign. If you’re sending the same message to every contact, regardless of their sector, role, or company size, don’t be surprised by low engagement.

Segmentation allows you to tailor your message to specific audiences—making it more relevant, personal, and effective. Without it, your campaign feels generic, and decision-makers tune out.

Signs you’re missing segmentation:

• Same email or script sent to every contact
• Low open/click-through rates with no clear pattern
• Struggling to identify which segments respond best

How to fix it:

• Group data by key attributes: industry, role, region, company size
• Tailor messaging to the pain points and goals of each segment
• Test different approaches and refine based on performance

Smart segmentation turns a cold list into a warm conversation. It’s the difference between “just another email” and a message that resonates.

5. Poor Data Handling Post-Purchase

Even the best data can underperform if it’s not handled properly after purchase. Once the list lands in your inbox, what you do next plays a big role in campaign success.

Uploading it straight into your CRM or email platform without cleaning, deduplicating, or filtering can lead to missed opportunities—or worse, annoy existing contacts. If teams aren’t briefed on how to use the data, it often gets misused or underutilised.

Common mistakes:

• Importing without checking for duplicates
• Overwriting existing contacts with outdated info
• Launching campaigns without proper filtering or validation

Best practices:

• Review and cleanse data before loading it into systems
• Cross-check against your existing database
• Train your team on segmentation and usage rules

Think of data as fuel—how you handle it determines how far and fast your campaign engine runs.

6. Unrealistic Expectations

Sometimes the issue isn’t with the data—it’s with the expectations. B2B data is a powerful tool, but it’s not a magic button. Even with the most accurate list, success takes time, testing, and consistent follow-up.

Some campaigns underperform simply because the expectations were too high or too immediate. Cold outreach often needs multiple touchpoints before results start to show. If you’re expecting instant leads or one-call closes, you’re setting yourself up for disappointment.

Common expectation gaps:

• Believing one email blast will fill your pipeline
• Expecting the same conversion rate as inbound leads
• Underestimating the need for nurturing and follow-up

How to shift your mindset:

• Focus on building conversations, not just conversions
• Set realistic KPIs based on outreach type (email, phone, mail)
• Track what works and refine over time—results compound

Accurate data gives you the right starting point. The rest is strategy, patience, and persistence.

Why Choose Results Driven Marketing

At Results Driven Marketing, we understand the frustration of underperforming B2B data—because we’ve helped hundreds of UK businesses fix it. With over 12 years of experience in B2B data supply, we know what makes campaigns succeed and what holds them back.

We don’t just deliver lists—we work with you to make sure your data fits your goals. Every order is tailored to your targeting needs, compliance-checked to industry standards, and delivered quickly so you can act fast.

Here’s what sets us apart:

• Data from trusted UK sources, updated monthly
• Custom counts based on your brief—not generic downloads
• Campaign-ready formats for email, phone, or direct mail
• Honest advice and support from real people who care about results

We’re not here to push products. We’re here to help you turn bad data into better outcomes—more leads, more conversations, more business.

What To Do Next

If your B2B data isn’t delivering, don’t write off your whole campaign—fix the foundation. Underperforming data is usually a sign of poor targeting, ageing records, or gaps in how the data’s used. The good news? All of these can be solved.

Here’s where to start:

• Review your current data: Is it targeted? Recent? Complete?
• Identify where your campaigns are breaking down—open rates, response, conversion?
• Consider a fresh, tailored data list to match your specific goals

At Results Driven Marketing, we offer free, no-obligation data reviews. We’ll look at what you’re working with, what’s missing, and where you can improve—fast.

Ready to turn things around?

• Contact Us
• Explore our email lists to target the right people
• Let’s get your campaign working smarter

Results Driven Marketing
Helping businesses go from bad data to more customers and profits.
B2B marketing data. GDPR and CTPS compliant.
Call us on 0191 406 6399 or visit rdmarketing.co.uk