Nearly three-quarters of B2B marketers estimate that at least 10% of their lead data is inaccurate, outdated or non-compliant, according to a new study by Integrate and Demand Metric.
The State of Marketing Data 2025 report highlights how subpar lead data continues to undermine pipeline efficiency, slow down sales handoffs and expose organisations to reputational and financial risk.
More than 60% of respondents reported that poor data quality disrupts internal lead flows, leading to delayed follow-up and missed revenue opportunities. Over a third (34%) of those surveyed said their company had already experienced reputational or financial harm due to lapses in privacy or data governance.
“Inaccurate lead data isn’t just a technical issue – it’s a revenue roadblock,” said Mehul Nagrani, CEO of Integrate. “This research confirms what B2B marketers have felt for years: poor data quality slows down pipeline velocity, erodes trust, and puts organisations at risk.”
Manual fixes no longer enough
Despite the widespread use of marketing automation platforms, nearly half of B2B marketing teams still spend more than ten hours each month on data hygiene and lead management. Manual workflows and basic out-of-the-box tools were cited as key pain points, with 55% of respondents stating their current systems are inadequate for data cleansing and enrichment.
While data privacy compliance remains a high priority across the board, only 31% of respondents said they are fully confident in their organisation’s compliance efforts — a particularly low figure in an era of growing regulation and scrutiny.
Investment in automation on the rise
Amid these challenges, the research suggests B2B organisations are increasingly recognising the need for more robust infrastructure. According to the report, 92% of companies have already invested in or are actively considering platforms that automate lead data governance.
“Scalable data orchestration is no longer optional,” said John Follett, co-founder and chief customer officer at Demand Metric. “Marketing operations is evolving into a strategic, data-driven function. We’re seeing companies move beyond manual fixes and towards precision-led governance that improves pipeline velocity and trust.”
A blueprint for B2B revenue teams
The report, based on insights from more than 200 senior B2B marketers, provides a framework for tackling the most pressing issues in marketing data management. It outlines practical steps to identify data pain points, operationalise compliance, and deploy automated governance tools that can future-proof marketing operations.
For UK B2B marketers, the findings offer a timely reminder that the effectiveness of lead generation strategies is directly tied to data quality and governance. As compliance requirements tighten and sales cycles lengthen, the margin for error continues to shrink — putting additional pressure on marketing teams to treat lead data as a revenue-critical asset rather than an afterthought.
Want the latest B2B marketing news straight to your inbox? Subscribe to our free weekly newsletter!
Interested in sales, marketing or business skills courses and training? Check out our training partner, Learning Room.
Whether you want to learn how to use LinkedIn, X or Facebook for marketing, or need to brush up on business skills like leadership, presentation skills or managing meetings, you will find something to enhance your professional skills with these on-demand courses.