What this guide contains
- The canonical decay rate (2.1%/month, 22-30%/year)
- Decay by data type: email, phone, title, company
- The structural drivers (job mobility, M&A)
- The cost and the per-field refresh cadence
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Get the B2B Data Decay 2026 Benchmark
How fast data goes stale, rates by type, the drivers, the cost, and the per-field refresh cadence that keeps a base trustworthy.
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What you'll learn
- Why data is a flow, not a stock
- Which fields to refresh first
- How to estimate your own half-life
- Verify-on-demand vs batch cleaning
Who it's for
- RevOps and data teams maintaining databases
- Sales and marketing running on lists
- Anyone budgeting data quality
- Anyone whose campaigns quietly underperform