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DATA FOCUS: Making a splash with data pooling

We investigate data pooling and how B2B marketers can harness its power

Ask a room full of B2B marketers to name their greatest challenge and they will almost all tell you it is data. In fact they'll probably shout it at you. Or spit the word out with a fair degree of venom.

There are two main reasons for this. Firstly, B2B data is famously difficult to manage and maintain. As Neil Fox, business strategist at marketing agency TDA, comments, “The problem with business data is the rate at which it corrodes. Factors such as staff turnover, promotions and changes in business structure all have an impact and it deteriorates much faster than consumer data.”