Use Case · B2B Brands & Marketing Teams
Your CRM is full. Half of it is fiction.
50,000 contacts. Enrichment. Intent scores. ABM campaigns targeting named accounts. Nobody's checked whether those people are still at those companies, in those roles, reachable.
Jennifer Walsh
VP Marketing · TechCorp
David Kim
Director RevOps · ScaleCo
Sarah Chen
CMO · OldCo → NewCo
Tom Allen
Head of Growth · StartupX
Priya Mehta
Demand Gen Lead · CloudCo
Annual decay
22–30%
of CRM contacts become inaccurate every year - silently
Stale window
6–18 mo
average age of contacts in a CRM before someone checks them
Cost multiplier
10×
cost of a bad record once it enters your pipeline vs. at entry
The problem
The forecast is built on ghosts.
Your CRO looks at the pipeline and sees a number. But that number is built on contacts that are 6, 12, 18 months stale. The people your ABM campaigns are targeting have moved. The decision-makers your sales team is pursuing no longer have that title at that company.
Contact data decays silently - job changes, promotions, layoffs, company moves. By the time someone notices, months of outreach have been wasted on ghosts. Your ABM spend hit the wrong people. Your nurture sequences went into a void.
The gap between “this email works” and “this person is still the VP of Marketing at this company” is where revenue goes to die. Enrichment tools add more data fields but don't verify whether the person is still there.
What decay looks like
B2B contact data decays at 22–30% per year. A list built 2 years ago may be over 60% inaccurate.
Why it persists
CRM hygiene is everyone's problem and nobody's priority.
Sales ops knows the data is aging
But verification is manual, tedious, and there's no bandwidth for it between campaigns.
Enrichment adds fields, not accuracy
Tools append firmographics and tech stack signals - but don't check if the person is still there.
Email verification checks delivery, not employment
An email might still work after someone changes companies. It just doesn't reach the right person.
How Filto solves it
CRM that reflects reality, not history.
Send Filto your CRM contacts - all of them, or start with your highest-value accounts. Our trained network of verifiers checks each person against current public sources.
On a rolling 30-day cycle, Filto re-verifies your active contacts. Your ABM campaigns target people who are actually there. Your sales team pursues leads that are real. Your pipeline numbers mean something.
Full CRM verification - or start with highest-value accounts
Every contact checked against current public sources
Clear output: confirmed, moved, needs attention
30-day rolling re-verification - CRM stays current
ABM lists and pipeline numbers you can actually trust
What this looks like in practice
“Imagine running your Q3 ABM target list through Filto before the campaign launches. You discover that 35% of your contacts have changed roles or companies since the list was built.”
Instead of burning budget on outreach that won't land, you start with a clean list. Connect rates go up. Wasted spend goes down. And you don't have to explain to your CRO why the pipeline didn't convert.
Q3 ABM campaign - before Filto
35% of budget would have missed its target.
Find out how much of your pipeline is built on contacts that no longer exist.
Upload a sample of your CRM and we'll show you exactly what Filto would correct before your next campaign.