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BEST PRACTICE: Gathering B2B marketing data

How to gather B2B data effectively

Data is at the heart of any business. It is the company's best asset and should therefore be collected at every point where there is interaction with customers. However, when businesses consider collecting data they should first think about what they want, why they want it and where they can get it from. Sounds obvious doesn't it? The trouble is that many businesses store data 'just in case'. They are consequently in danger of creating a database which is of little use to them and which drains resources trying to keep it up to date.