For many new users of marketing automation tools, one of the biggest challenges is segmenting the CRM database in a way that drives results. The list is not expensive. When you purchase data for your marketing automation campaigns, the data will seem expensive.  Many people let the cost of the list drive unproductive behaviors – such as asking the sales force to research and input prospects into CRM. When buying lists from magazines, pay attention to how readers are profiled. When buying lists, the role of “IT decision makers” is often cloudy.