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DATA FOCUS: B2B is failing the credit check

Business-to-business marketers recognise the importance of wastage in database marketing, but the majority are ignoring one of the key opportunities to address it. We reveal investigate

This is according to new research by B2B Marketing in association with Experian, which demonstrated that less than one quarter of B2B database marketers have checked the credit-worthiness of their database prior to a campaign. This is despite the fact that almost 80 per cent described reducing the database marketing risk as either 'important' or 'very important', whilst 70 per cent describe reducing waste as a 'high' or 'very high' priority to them.