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Exposure is key for BLA development

Broader exposure and better understanding is the key to a successful evolution of the Business List Audit (BLA), according to new research by B2B Marketing, in association with the Direct Marketing Association (DMA).

The study of buyers of business data showed that awareness of the BLA was generally poor, with 65 per cent describing it as 'weak' or 'non-existent' whilst only 13 per cent described it as 'strong'. Similarly, only 11 per cent of buyers admitted to using BLA compliance as the critical factor influencing data-buying decisions. Fifty eight per cent do not consider it at all, whilst 32 per cent take it into account, but do not regard it as crucial.

However, on a more positive note, the research reinforced the strong demand for an effective vehicle for business data accreditation, with 68 per cent of respondents citing 'percieved accuracy of data' as the critical factor in buying decisions. The next biggest factor, 'history of success in creating leads', only polled 13 per cent.