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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