The ability to personalise digital marketing to the individual is now essential in effective B2B marketing. As a result, your customer and contact data is now one of your company's most valuable assets and it is your duty to keep it in good order.
B2B buyers no longer respond favourably to advertising, lumpy mail and one-size-fits-all email blasts. Instead, to reach a buyer now, you need to provide real value. Providing value requires you to demonstrate that you know who your buyer is and tailor their experience of your company to their unique needs. This tailoring of the experience can only begin if you have salient and actionable data with which to personalise your marketing.