Are B2B marketers really out of the loop?

Cook, Steve
January 2007
Precision Marketing;1/12/2007, Vol. 19 Issue 6, p14
The article discusses the importance of well-built database to business-to-business (B2B) marketing in Great Britain. It has been noted that B2B marketers tend to have a disjointed relationship with their databases. Databases are made to focus on individual files and marketers must examine their database on a record by record basis. They must acquaint themselves with basic data analysis and targeting techniques to ensure strategic direction of their sales and marketing.


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