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


Business-to-business marketers are plagued by data problems. Our legacy databases are not as robust as we need. Data entered by our sales people ends up as mush in our database. Consider enabling the data input group with a real-time interface with a database services provider to prompt the standard company name and address. How do I match and de-duplicate customer records effectively? Which corporate address should I put in my database?

Building Your B2B Marketing Database


Your most important tool in B2B is, arguably, the marketing database. Without a robust collection of contact information, firmographic and transactional data about customers and prospects, you are adrift when it comes to customer segmentation, analytics, and marketing communications of all sorts, whether for acquiring new customers or to expand the value of existing customers. Here are the elements you are likely to want to capture and maintain in a B2B marketing database.

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Troubleshooting your B2B marketing data problems


Business-to-business data continues to challenge marketers, who need to identify and communicate with customers and prospects, but who run into thorny issues every day. Problems range from duplicates, to key-entry errors, to missing data elements, and beyond. Recently, Bernice Grossman and I worked with a group of savvy B2B marketers at a DMA conference to compile a list of difficult data problems. There are two ways to de-anonymize the website visit.

Integrate + LinkedIn: B2B Social Marketing Just Got Easier


That’s the audience a B2B marketer can reach using LinkedIn Marketing Solutions. The lead gen possibilities through LinkedIn Marketing Solutions are endless – with LinkedIn Lead Gen Forms powering leads through Sponsored Content and InMail, B2B marketers can access a new world of potential customers. Today, these leads are either managed via downloaded spreadsheets or delivered directly into a marketer’s database. We’ve got some BIG news today.