The Great Resignation’s Impact on Your Event Database

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Great Resignation

The Great Resignation shows no sign of stopping: In 2021, an average of nearly 4 million people left their jobs each month. And now, about 40 percent of workers are considering quitting their jobs in the next 3 to 6 months, according to a recent survey of more than 13,000 people across the globe between February and April by McKinsey and Co.

For meeting professionals who plan B2B and B2C events, the implications of the Great Resignation are huge. Not only do they face challenges with venue, vendor and meeting planner staffing, but a large portion of their databases have been severely impacted by all these job quitters and changers.

More than 4 in 5 marketers say that at least 20 percent of organizations’ email marketing databases are out of date, according to a report entitled, “How Has the Great Resignation Impacted Sales & Prospecting Data?” by the prospecting platform Outbase—and for a quarter of organizations, that number can be as high as 40 percent. And with predictions that Great Resignation is far from over, this percentage is likely to continue to rise.

“Email is the MVP when it comes to marketing: It goes right to the people it’s meant to, and it gets results. But marketers are missing out because their databases can’t keep up with the real world,” said Aline Dian, Outbase product marketing manager.

The implications for B2B events are even greater. B2B lead generation firm Cience cited in its blog a recent Gartner report stating that the data decay rate for B2B lists is estimated to have grown to 70.3 percent per year. “With the Great Reshuffle being as active as it is, data decay has the potential to become the next big pandemic for B2B marketers if not addressed properly,” said the author, Emanuel Valdés.

See Cience’s strategies for combating data decay here.

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Barbara Scofidio is Editor of Prevue and heads up the Visionary Summits, our exclusive conference series targeting senior-level meeting and incentive planners. In her 30 years in the industry, she has become known for her passion around greening meetings, growing awareness of human trafficking and promoting CSR activities as part of business events. She is currently a member of SITE's Women IN Leadership committee and the media liaison for FICP's Education Committee. She was the first member of the media ever to be invited to sit on a committee by GBTA, where she spent three years on the Groups and Meetings Committee. She has also been an active member of SITE for 30 years, chairing its Crystal Awards committee and acting as a judge. Before joining Prevue in 2014, she served as Editor of Corporate Meetings & Incentives (MeetingsNet) for more than 20 years. She has a BA in Literature/Rhetoric from Binghamton University. Barbara is based outside Boston, in Groton, Mass.