3. The Marketing Database: Not Sexy, But Essential to Success

Data drives lead generation. Seems like a no-brainer, right? After all, without information about customers and prospects, how can leads be generated? But of equal importance to the data is a system that allows it to be collected, maintained, accessed and analyzed so it can be used to select the appropriate targets for marketing communications and sales activities—the core activities of lead generation. Enter the marketing database.

The marketing database (MDB) is critical for any marketer, but it is arguably even more important for business marketers than for consumer organizations because of the high value of each account. A business marketing database is also much more complex than ...

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