DATA FOCUS: Bringing fresh data to the masses
How to ensure your B2B data is up-to-date
Nowhere, it could be argued, does the old adage of 'garbage in, garbage out' ring truer than with data that underpins a marketing strategy. Without good, fresh data it's difficult for a business to establish its best prospects. If the foundation on which that marketing strategy is based data and information on the customer is flawed, what is the chance of getting a positive customer reaction and a sale?
Keeping prospect data up-to-date in B2B is difficult and can be an issue for many organisations' data providers. For a start, the different ways B2B prospect data is captured and stored can result in discrepancies between similar information in different places and means that a single prospect view can be problematic. Added to this, businesses often write basic information such as their company name and address differently at different times, combined with changing business circumstances, moving premises and staff changes mean the ideal of keeping business lists and prospect data fresh can be harder to achieve.