DATA FOCUS: Combined data universe files

With even more B2B data available, how can B2B marketers use it to their advantage?

We all know the problems with B2B data: it decays at a frightening rate - 40 per cent a year, according to some experts - and since the introduction of the Data Protection Act it has been even more difficult to acquire, maintain and use. Most B2B marketers are also aware that they are targeting the same leads over and over again, generating diminishing returns from increasing investment