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Building Your B2B Marketing Database

Biznology

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.

Build 157
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5 B2B data trends

Biznology

This has lead to 5 significant trends in B2B database marketing. Add to this the parallel explosion of marketing and sales software, and you have a rapidly evolving data world. Integrated and enhanced databases. In most B2B firms there are at least four data silos – transactional, sales, marketing, and customer service. This is no longer the case, as B2B firms are merging all this data on customers and prospects into a single view integrated database.

Trends 124
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Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

Home Forrester Research « I was recently briefed by | Main | Going Corporate » August 26, 2008 Demandbase: A New Twist In The Lead Management Automation Market [Posted by Laura Ramos ] In a recent survey of over 2100 IT professionals who buy or recommend telecom and networking solutions, we found buyers turn to peers and colleagues first, followed by vendor, industry trade, or professional Web sites, to inform their purchase decisions. We too are seeing new entrants jump into this market.