Data – acquiring it, keeping track of it, keeping it clean, refreshing it – can sometimes feel like an endless loop which exists for its own sake, a task which marketers and companies do and keep doing but without a clear idea of the end goal. And, while you do need to keep a rigorous focus on data to make it relevant, you should never lose sight of its purpose: to find out about your customers, help make sales and drive revenue.

This whitepaper from B2B Marketing and Marketscan examines two crucial methods for using data to maximise impact: lead scoring and predictive analytics.