5 Steps to customer data hygiene: it’s not sexy, but it’s essential


And 88% are missing basic firmographic data, like industry, revenue or employee size—so profiling and segmentation is pretty tough. Dun & Bradstreet reports regularly on how quickly B2B data degrades. No wonder your sales force is always complaining that your data is no good (although they probably use more colorful words). Here are 5 steps you can take to maintain data accuracy, a process known as “data hygiene.”.

Five Ways B-to-B Marketers Need to Change Their Game


In the old days—just a few years ago—when business buyers had a problem, they’d call in their vendors for advice on how to solve it. So a sales person was in a nifty position to educate—and influence—the buyer from the earliest stages of the process. Buyers don’t really want to talk to vendors until somewhere akin to 70% of the way down the road, at the stage of writing RFPs and getting quotes. So marketers have to think differently today.

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6 thorny data problems that Vex B2B marketers, and how to solve them


Business-to-business marketers are plagued by data problems. Business data is complex and fast-changing. To shed some light on B2B data problems, Bernice Grossman and I compiled a working list of problems and solutions. Data entered by our sales people ends up as mush in our database. Here’s the best practice: Create a centralized data input group. Give them objective rules to follow. The most recent data is the one you should default to.

Are you ready for GDPR, Europe’s upcoming data privacy requirements?


On May 25, 2018, any company that is not compliance with the European Union’s new opt-in regulations is at risk of a fine of up to 20 million euros, or 4% of their global topline revenue. The General Data Protection Regulation is something we cannot ignore. It’s about consumer control of their data, and their comfort that it’s being protected. The controller must be able to demonstrate that the subject has agreed to the controller’s data usage and storage plans.

Beware of dubious data providers: a 9-point checklist


Are you hounded by email pitches offering access to all kinds of prospective business targets? As a B2B marketer, I am always interested in new customer data sources, so I feel compelled to at least give them a listen. But when I ask a few questions—like where their data comes from—answers come back like “A variety of sources” or “Sorry, that’s our intellectual property.” So, if you want to just delete them all as a matter of course, that’s a reasonable strategy.

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Three annoying things about B2B marketing


Forgive the rant, but I have to get this off my chest. . Businesses play their cards close to the vest. Have you ever tried to get a client to give you a testimonial? I don’t want my competitors to know how good this is.”. And in theory business people want to help each other, so you’d think testimonials should be easy to get. Because buyers want to keep their good things to themselves. They talk to their peers.

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