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The Sales and Marketing Toolkit

The Problem of Record Completeness in B2B Marketing 

by Maribeth Ross, VP Marketing, NetProspex

As a B2B marketer, you’re most likely using both inbound and outbound lead generation methods, collecting data from a variety of sources. At the same time, you’re probably looking for new ways to be more relevant when connecting with customers and prospects, understanding that these connections are driven by your data for each contact, such as their job title or what technology the company uses.

Today, contact records are used for more than simply getting in touch with the prospect or customer. Fields are used for lead routing, content serving, analytics, and segmentation purposes. Understanding as much as possible about a contact can help to tailor a prospect or customer’s experience interacting with your brand for both inbound and outbound channels. Data should not only be accurate, but as complete as possible. (Read More)

 
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The Sales and Marketing Toolkit
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