Take Care of Your Data
If you don’t take care of your data, your marketing campaigns will have a lower ROI, sales teams will be starved for leads, and your company will miss it’s revenue targets. On today’s episode, I chat with Ruth Stevens, who has spent the last 20 years helping enterprise and mid-market companies take better care of their data. Ruth has also co-authored an excellent book on the subject named B2B Data-Driven: Marketing, Sources, Uses, and Results. Ruth and I chat about several important topics. First, we tackle the challenge of data degradation. When the rate of change on nearly any customer or prospect data set is 4% to 6% per month, all companies have to address the problem, this presents. Second, we cover some thorny problems, out of a full set of 20+ in the book, that bedevils anyone who tries to deal with B2B data. We also talk about why she is “opt-out” vs. “opt-in” and why this is not just the correct legal position but the appropriate one for B2B marketing leaders to consider. Finally, we talk about new types of data sets like intent data, along with a host of other topics.
You can learn more about Ruth’s book here: https://www.amazon.com/B2B-Data-Driven-Marketing-Sources-Results/dp/1933199172