ANALYSIS: Is B2B data finally going digital?
We reveal how B2B marketers can use digital data effectively
Data is a perennially difficult subject for all B2B marketers. For Jack Schember, director of marketing at Californian healthcare data provider SK&A Information Services it is particularly so. We sell data to pharmaceutical marketers and their agencies, and this data is very hard to find, he explains. You can't search by SIC code. You have to search by very specific job titles, and until recently I'd not found a way of doing this satisfactorily.