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DATA FOCUS: Building a database

How to build a B2B customer database

For any company, its marketing database is the lifeblood of the business. It is the wherewithal for reaching not only existing clients but also prospects, whether to inform them of a new service or product, spread news of a special offer or to gather feedback and opinion. It is, therefore, crucial that it is properly managed: a database should be clean, accurate, timely and laid out in a consistent fashion.