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

Biznology

Our legacy databases are not as robust as we need. 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. How do I match and de-duplicate customer records effectively?

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Building Your B2B Marketing Database

Biznology

Unique identifier (to match and de-duplicate records). Once these elements are pulled in, matched and de-duplicated, it’s time to consider external data sources. Such elements can be appended to your database for pennies apiece. In some situations, it makes sense to license and import prospect lists, as well.

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Troubleshooting your B2B marketing data problems

Biznology

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. There are two ways to de-anonymize the website visit.