B2B Data 2026 Statistics (Updated September)

How big is the B2B data market

1. 1

   The global B2B data marketplace segment generated $863.2 million in revenue in 2024, according to Grand View Research.

   Source: Grand View Research ^[1]

2. 2

   Grand View Research forecasts that segment to reach $3,215.7 million by 2030, growing 24.6% a year from 2025.

   Source: Grand View Research ^[1]

3. 3

   Almost 70% of respondents to Dun & Bradstreet's 10th annual B2B Data Report said their company's investment in data quality rose over the previous 12 months.

   Source: Dun & Bradstreet, 2024 ^[2]

4. 4

   52% of global data management leaders in a Forrester Consulting study for Dun & Bradstreet named high-quality data as a key priority for the coming year.

   Source: Dun & Bradstreet ^[3]

How big are B2B contact databases

1. 5

   TAM Graph's database holds more than 60 million company records and 408 million people.

   Source: TAM Graph · September 2026 · company and person records

2. 6

   69.8% of company records in People Data Labs' free company dataset are companies with 1 to 10 employees, and 17.7% have 11 to 50.

   Source: TAM Graph · sampled September 24, 2026 · random sample of 10,000 of 36,578,125 records · method

3. 7

   27.2% of company records in People Data Labs' free company dataset have no website, and 63.2% have no founding year.

   Source: TAM Graph · sampled September 24, 2026 · random sample of 10,000 records · method

4. 8

   93.7% of company records in People Data Labs' free company dataset carry a LinkedIn company URL, more than carry a website (72.8%), in TAM Graph's September 2026 check.

   Source: TAM Graph · sampled September 24, 2026 · random sample of 10,000 records · method

5. 9

   In a random sample of 10,000 person records in TAM Graph, 95.6% have a job title but only 6.7% have a seniority level.

   Source: TAM Graph · sampled September 24, 2026 · random sample of 10,000 of 137,404,532 person records · method

6. 10

   ZoomInfo says its database holds more than 500 million contacts and 100 million companies.

   Source: ZoomInfo, 2026 ^[4]

7. 11

   Apollo lists more than 240 million contacts and 30 million companies in its B2B database.

   Source: Apollo.io, 2026 ^[5]

8. 12

   Apollo says more than 2 million data contributors feed its database.

   Source: Apollo.io, 2026 ^[5]

9. 13

   Apollo claims a 98% email accuracy rate from a seven-step verification process; the figure is the vendor's own and not independently audited.

   Source: Apollo.io, 2026 ^[5]

10. 14

    People Data Labs describes its person dataset as 1.5 billion unique person profiles.

    Source: People Data Labs, 2026 ^[6]

11. 15

    People Data Labs offers more than 70 million company profiles.

    Source: People Data Labs, 2026 ^[7]

12. 16

    Cognism claims more than 90% coverage of European decision-makers.

    Source: Cognism, 2026 ^[8]

How accurate is B2B data

1. 17

   On average, 47% of newly created data records had at least one critical, work-impacting error in a study of 75 executives who each checked 100 of their department's recent records.

   Source: Harvard Business Review, 2017 ^[9]

2. 18

   Only 3% of the data quality scores in a 2017 Harvard Business Review study, in which 75 executives each checked 100 of their department's recent records, could be rated acceptable, even under the loosest standard.

   Source: Harvard Business Review, 2017 ^[9]

3. 19

   CMOs estimate that 45% of the data their marketing teams use to make decisions is incomplete, inaccurate or outdated.

   Source: Adverity, 2025 ^[10]

4. 20

   Not one of the 200 CMOs Adverity surveyed thought their marketing data was more than 75% complete, accurate and up to date.

   Source: Adverity, 2025 ^[10]

5. 21

   Incompleteness is the biggest problem with marketing data for 31% of CMOs, and inconsistency for 26%.

   Source: Adverity, 2025 ^[10]

6. 22

   64% of data and analytics professionals named data quality as their top data integrity challenge in 2024, up from 50% in 2023.

   Source: Precisely, 2024 ^[11]

7. 23

   77% rated the quality of their organization's data as average or worse, up from 66% a year earlier.

   Source: Precisely, 2024 ^[11]

8. 24

   Only 12% said their data was of sufficient quality and accessibility for effective AI.

   Source: Precisely, 2024 ^[11]

9. 25

   28% of organizations called data enrichment a data integrity priority in 2024, up from 23% in 2023.

   Source: Precisely, 2024 ^[11]

10. 26

    57% of data practitioners cited poor data quality as a main issue in 2024, up from 41% in 2022.

    Source: dbt Labs, 2024 ^[12]

11. 27

    The lack of tools to automate data quality work is the biggest barrier to high-quality data, cited by 49% of data and analytics professionals.

    Source: Precisely, 2024 ^[11]

How much do companies trust their data

1. 28

   Data and analytics leaders estimate that 26% of their organization's data is untrustworthy.

   Source: Salesforce, 2025 ^[13]

2. 29

   Data and analytics leaders estimate another 19% of their company's data is siloed, inaccessible or otherwise unusable, in Salesforce's 2025 survey of 3,800 analytics and IT decision makers in 18 countries.

   Source: Salesforce, 2025 ^[13]

3. 30

   84% of data and analytics leaders say their data strategies need a complete overhaul before their AI plans can succeed.

   Source: Salesforce, 2025 ^[13]

4. 31

   49% of data and analytics leaders say their companies occasionally or frequently draw incorrect conclusions from data that lacks business context.

   Source: Salesforce, 2025 ^[13]

5. 32

   Only 43% of data and analytics leaders have formal data governance frameworks and policies.

   Source: Salesforce, 2025 ^[13]

6. 33

   67% of data and analytics professionals don't completely trust the data they use for decisions, up from 55% in 2023.

   Source: Precisely, 2024 ^[11]

7. 34

   85% of CMOs say they trust the quality and completeness of their marketing data, even though they estimate 45% of it is poor quality.

   Source: Adverity, 2025 ^[10]

8. 35

   30% of CMOs see better data quality as the biggest lever for improving marketing performance, ahead of workflow automation (22%).

   Source: Adverity, 2025 ^[10]

9. 36

   89% of data and analytics leaders with AI in production say they have had inaccurate or misleading AI outputs.

   Source: Salesforce, 2025 ^[13]

10. 37

    55% of data and analytics leaders at companies that train or fine-tune their own models say they have wasted significant resources doing so with bad data.

    Source: Salesforce, 2025 ^[13]

11. 38

    71% of organizations had a data governance program in 2024, up from 60% in 2023.

    Source: Precisely, 2024 ^[11]

What bad data costs sales and data teams

1. 39

   Thomas Redman estimates that bad data costs most companies 15% to 25% of revenue.

   Source: MIT Sloan Management Review, 2017 ^[14]

2. 40

   Data professionals said data quality issues affected 31% of their company's revenue on average in 2023, up from 26% in 2022.

   Source: Monte Carlo, 2023 ^[15]

3. 41

   Data teams handled an average of 67 data incidents a month in 2023, up from 59 in 2022.

   Source: Monte Carlo, 2023 ^[15]

4. 42

   68% of data professionals said it takes four hours or more on average to detect a data incident.

   Source: Monte Carlo, 2023 ^[15]

5. 43

   74% said business stakeholders find data problems before the data team does all or most of the time, up from 47% in 2022.

   Source: Monte Carlo, 2023 ^[15]

6. 44

   Sales reps spend 60% of their time on non-selling tasks.

   Source: Salesforce, 2026 ^[16]

7. 45

   74% of sales teams that use AI are prioritizing data hygiene to support it.

   Source: Salesforce, 2026 ^[16]

8. 46

   73% of B2B buyers actively avoid sellers who send irrelevant outreach.

   Source: Salesforce, 2026 ^[16]

9. 47

   Sales leaders estimate that 19% of their company's data is inaccessible to them.

   Source: Salesforce, 2026 ^[16]

Frequently asked questions

How big is the B2B data market?

Grand View Research puts revenue in the global B2B data marketplace segment at $863.2 million in 2024 and forecasts $3,215.7 million by 2030, growth of 24.6% a year. That covers data marketplaces only, not the full sales intelligence software market.

Which B2B contact database is the largest?

By the vendors' own counts, People Data Labs lists 1.5 billion person profiles, ZoomInfo more than 500 million contacts and 100 million companies, and Apollo more than 240 million contacts and 30 million companies. TAM Graph holds more than 60 million companies and 408 million people. The counts are not measured the same way, so they are not directly comparable.

How accurate is B2B data?

In a Harvard Business Review study, 47% of newly created records had at least one critical error, and only 3% of the quality scores were acceptable. In surveys, CMOs estimate 45% of their marketing data is incomplete, inaccurate or outdated, and data and analytics leaders estimate 26% of their organization's data is untrustworthy. Vendors claim much higher figures for their own data, such as Apollo's 98% email accuracy rate.

What does bad B2B data cost?

Thomas Redman, writing in MIT Sloan Management Review, estimates the cost at 15% to 25% of revenue for most companies. In Monte Carlo's 2023 survey, data professionals said data quality issues affected 31% of revenue on average. Salesforce finds that sales reps spend 60% of their time on non-selling tasks.

How complete are B2B company records?

In a random sample of 10,000 records from People Data Labs' free company dataset, 27.2% had no website and 63.2% had no founding year, while 93.7% had a LinkedIn company URL. 69.8% of the records were companies with 1 to 10 employees.

Sources

1. [1]Grand View Research.↑1 ↑2
2. [2]Dun & Bradstreet. 2024.↑3
3. [3]Dun & Bradstreet.↑4
4. [4]ZoomInfo. 2026.↑10
5. [5]Apollo.io. 2026.↑11 ↑12 ↑13
6. [6]People Data Labs. 2026.↑14
7. [7]People Data Labs. 2026.↑15
8. [8]Cognism. 2026.↑16
9. [9]Harvard Business Review. 2017.↑17 ↑18
10. [10]Adverity. 2025.↑19 ↑20 ↑21 ↑34 ↑35
11. [11]Precisely. 2024.↑22 ↑23 ↑24 ↑25 ↑27 ↑33 ↑38
12. [12]dbt Labs. 2024.↑26
13. [13]Salesforce. 2025.↑28 ↑29 ↑30 ↑31 ↑32 ↑36 ↑37
14. [14]MIT Sloan Management Review. 2017.↑39
15. [15]Monte Carlo. 2023.↑40 ↑41 ↑42 ↑43
16. [16]Salesforce. 2026.↑44 ↑45 ↑46 ↑47

Method

We searched Google for b2b data statistics, b2b contact data statistics and b2b data quality statistics, read the pages that ranked, and counted how many of them repeat each number. Each outside number was traced to the company or survey that produced it and checked against that page on September 24, 2026. Database sizes and accuracy rates are the vendors' own claims about their products; we found no independent audit that compares them. Most quality figures come from surveys by data and software vendors (Adverity, Precisely, Monte Carlo, dbt Labs, Salesforce), so they measure what respondents believe about their data, not the data itself. The Harvard Business Review study is the one direct measurement of record errors we found; we found no peer-reviewed paper that measures B2B contact data accuracy. Numbers on data decay are on our separate B2B data decay page and are not repeated here. TAM Graph's numbers are field fill rates in random samples of 10,000 records drawn from its database on September 24, 2026.

TAM Graph numbers new on this page:

• 69.8% of company records in People Data Labs' free company dataset are companies with 1 to 10 employees, and 17.7% have 11 to 50. MongoDB $sample over TAM Graph's copy of the People Data Labs free company dataset; share by the size field.
• 27.2% of company records in People Data Labs' free company dataset have no website, and 63.2% have no founding year. Same sample. Missing = field absent, empty or a placeholder such as None or unknown.
• 93.7% of company records in People Data Labs' free company dataset carry a LinkedIn company URL, more than carry a website (72.8%), in TAM Graph's September 2026 check. Same sample, share with a non-empty linkedin_url and website field.
• In a random sample of 10,000 person records in TAM Graph, 95.6% have a job title but only 6.7% have a seniority level. MongoDB $sample over TAM Graph's largest person collection; share with a non-empty title and job_level field. A title can still be turned into a seniority level by parsing it.

All 47 statistics as a CSV: b2b-data-statistics.csv.

Cite this page

TAM Graph, “B2B Data 2026 Statistics (Updated September)”, updated September 2026, https://tamgraph.com/research/b2b-data-statistics

To cite one number, link its anchor: each statistic has one, for example https://tamgraph.com/research/b2b-data-statistics#stat-1.