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HOW TO: Collect data for marketing

What B2B marketers need to consider when collecting data

Data is at the heart of any business. It should be collected at every point where there is interaction with customers. However, when businesses consider collecting data, they should think about what they want, why they want it and where they can get it from.

Sounds obvious? The trouble is that many businesses store data 'just in case', creating a database of little use to them and which drains resources. So, here are some key steps to consider: