The Five Data Management Practices B2B Marketers Are Overlooking

Many marketers know that good data management is critical to the success of their lead generation programs.

Data is at the heart of every email campaign, webinar invitation, whitepaper download, form completion, and sales follow-up. It can turn marketing strategy and tactics into marketing triumph—helping marketers target the right audiences with the right messages at the right time.

However, although most marketers are aware of the benefits of good data management, many fail to ensure that their contact databases are as accurate, complete, and up to date as possible. In fact, more than half of US companies are working with unreliable marketing data ( 2013 NetProspex Marketing Data Benchmark Report ).

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