Lead generation is the process of identifying and cultivating potential customers for a business. It involves collecting data about potential customers and using that data to create targeted marketing campaigns. However, data can quickly become outdated or inaccurate, which can negatively impact the effectiveness of lead generation efforts. Here are some ways in which data can decay and how to keep it up to date:

• Outdated contact information: People move, change phone numbers, and switch email addresses all the time. If you don’t regularly update your contact list, you may be trying to reach people who are no longer at the same location or using the same contact information.
• Inaccurate job titles: People change jobs or promotions within a company, and their job titles may change as well. If you have outdated job titles for potential customers, your marketing efforts may not be as targeted as they could be.
• Incorrect company information: Companies may change their names, merge with other companies, or go out of business. If you have outdated company information, you may be targeting the wrong businesses or wasting time trying to reach companies that no longer exist.