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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