As part of ongoing research on B-to-B data sources available to marketers, this white paper evaluates the volume and accuracy of B-to-B data available to marketers of information technology (IT) products and services. Nine database suppliers participated in this year’s study. Like the results from the analysis of compiled and response data sources in years past, data coverage and accuracy varied considerably among vendors.
The authors conclude by urging marketers to source tech-buyer data from multiple sources to gain maximum market coverage. They also suggest that marketers who order prospecting data ask very carefully about the nature of the data sources and compilation methods involved. Finally, it is recommend that marketers conduct a pre-test of the data to assess its applicability to their particular marketing need.
To access the white paper click on the attachment: WP Tech Industry Data Comparative 2012
This white paper was provided courtesy of Bernice Grossman and Ruth P. Stevens
Bernice Grossman is president of DMRS Group, Inc., a marketing database consultancy in New York City. She is past chair of the B-to-B Council of The DMA. Reach her at bgrossman@dmrsgroup.com
Ruth P. Stevens consults on customer acquisition & retention, and teaches marketing at graduate schools and corporations. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Reach her at ruth@ruthstevens.com. Ruth Stevens is a director of BIIA.
The authors gratefully acknowledge the valuable input of David Knutson, of Direct Business Systems
July 2012
