DATA FEATURE: Global data
How to build a global B2B marketing database
Just as marketers putting together a pan-European campaign need to consider each country individually to stay within local laws, so business contacts need to be sourced in the same way, for exactly the same reason. Once sourced, country databases can be amalgamated into a single European database and made available for use.
There are three types of database: pan-European covering all or several European countries; pan-national within one country; and individual data sources within particular countries, says Richard Gibson, commercial director at direct marketing specialist RSA Direct.