B2B Marketing More Insight and Analysis

Successful marketing during a fragile economy relies on quality rather than quantity to help a business adapt and thrive, reveals Max Firth, client director for PH Group

Are online data providers the way forward when it comes to sourcing relevant, up-to-date marketing information? Alex Blyth reports

Maximising opportunities from within your client base, with the help of effective cross-selling and up-selling techniques, has never been more important, says Max Firth, client director of PH

Max Firth, client director for PH Group, explains why tailoring your approach to pre-screened data can lead to optimal success

Whether business is sailing or sinking, history has shown that abandoning the marketing ship is never a good move, says Max Firth, client director, PH Group

Max Firth, client director for PH, explains customised propensity modelling and how B2B marketers could benefit from it

Max Firth, client services director at PH Group, looks at how data insight can demonstrate the true value –or otherwise – of a branch network

Howard Lewis, head of sales for B2B Marketing at Experian, explains why it's more important than ever to target the right prospects

Arguably the biggest problem with B2B marketing is data – or the lack of it. There are two key problems – new data is difficult to acquire, and companies struggle to manage and maintain the data that they already have. Alex Blyth examines data pooling; how it is changing and what opportunities it creates for B2B marketers

Nick Frazer, general manager for business marketing at Experian, takes a look at how developments in B2B data delivery can bring data analytics to a new audience

Rolf Hickmann, managing director of PH, takes a look at how data insight can help small businesses through the credit crunch

Martin Green, vice president EMEA at Net Promoter company Satmetrix, provides some practical advice on how to build revenue by segmenting according to customer loyalty

Nick Frazer, general manager for business marketing at Experian, looks at the steps businesses can take to fix their customer retention issues

Nick Frazer, general manager for business marketing at Experian Business Information, looks at how to effectively target small business owners

Nick Frazer, general manager for business marketing at Experian Business Information, highlights the importance of the data health check

Closed-loop marketing could be a solution for businesses in turbulent times, says Nick Frazer, general manager for business marketing at Experian Business Information

Nick Frazer, general manager for business marketing at Experian, outlines five pivotal areas B2B marketers should hone in on to effectively implement email in a DM campaign

Rolf Hickmann, MD of PH, shows how learning what you don't know about your customers through propensity modelling can increase customer retention and maximise ROI

Rolf Hickmann, MD of PH, looks at the role blended data can play in helping you forge closer relationships with your customers

Since last year's HMRC data loss scandal, awareness over the importance of keeping customer information safe has been dramatically heightened. So what are the implications for B2B practitioners? Claire Weekes reports

Rolf Hickmann, MD of PH, considers why blended data is finally being recognised as a true competitor to more traditional sources

You wouldn't launch a marketing campaign without going through the planning stages, so why should data be any different? If you struggle to give data planning the attention it deserves, read on for a step-by-step guide on how to properly plan your data management. By Sara Goodwins

Limited sources of B2B data has meant that companies often struggle to find fresh contacts. Since the launch of the first blended database in 1994, more and more data companies are jumping on the bandwagon. Alex Blyth investigates the benefits a ‘data multiverse' can bring to your marketing

Nick Frazer, head of B2B marketing at Experian, says the credit crunch must focus marketers' minds on intelligent use of data to improve their marketing strategies

Data bureaux have always been important for B2B marketers, yet recent shifts in the marketplace mean data buyers now demand more from them than ever before. Sara Goodwins reports on how they have evolved to rise to the challenge

With marketers placing customer response higher on their list of priorities than reducing bad debt, credit data often gets neglected. Sara Goodwins calls for more attention to be brought to the underestimated value of pre-vetting data

No one needs reminding that informed decision making is central to the conduct of good business. But with a distinct lack of recorded information on key influencers, it can be difficult to market effectively to them. Sara Goodwins considers how businesses can avoid this and develop their own methods of data capture

Globalisation means that an increasing number of companies are looking to market their products and services overseas. However, this isn't always a straightforward process. Sara Goodwins offers advice on the best way of sourcing reliable business data from European countries

There is huge potential in marketing to SMEs, which make up a significant proportion of the UK economy. However, accurate information about such companies can be hard to uncover. Sara Goodwins offers advice on sourcing the right data on SMEs in order to make the most of this untapped market

Professor Merlin Stone examines how customer insight can be truly enlightening

Data analytics has been largely ignored by B2B marketers, but examining your customer base enables better targeted campaigns and tailored offerings. So is it time businesses started looking seriously at this area? Alex Blyth reports

Outsourcing may be an effective way to assist companies that struggle to manage their database effectively internally; so when should a company outsource and how does it compare against inhouse data management? Sara Goodwins reports

Catherine Chetwynd offers a step-by-step guide for building and maintaining a consistent and clean customer database

Data bureaux have the potential to be beneficial assets in managing B2B data. However, they must be chosen with careful consideration, so what should businesses look for? Catherine Chetwynd investigates

A range of credit checking services are now available, allowing B2B marketers to cut costs by removing 'unsuitable' companies from their mailings. But how do they work? And what has uptake been like? Catherine Chetwynd reports

The potential to cut costs from database marketing through utilising credit-ready data is being ignored by B2B marketers, according to new research by B2B Marketing and Experian

Data suppression is widely used in consumer marketing for eliminating waste and saving money in larger DM campaigns. However, B2B has been slower to utilise it. Can it provide similar benefits? Sara Goodwins investigates

Over 10,000 B2B and B2C lists are available commercially in the UK, with thousands more globally. Navigating around these lists to select the best data can be both daunting and time-consuming. List brokers are the experts who can steer you through the maze of options. Sara Goodwins reports

Looking for a list of contacts who have already demonstrated an interest in the sort of things you're selling? Try using managed data; the success rates are high. Sara Goodwins reports

Business data decays at an alarming rate each year, so it's crucial to choose the best method to ensure customer information is precise and maintained to its highest quality. Sara Goodwins explores different approaches to this problem

B2B companies are more hesitant towards data pooling than their B2C counterparts. Should you share your data with the competition? Will you benefit, or is it an unnecessary risk? Catherine Chetwynd analyses the potential of pooling

Email can be a hugely powerful medium, but collecting data is difficult and buying third party lists is much more expensive than traditional marketing data. So what are the factors that should be considered when seeking out email data? By Sara Goodwins

In March 2004 the Business List Audit (BLA) was launched as a 'transparency audit' but the market wanted a data quality measure, which is where the DMA is trying to take it. Catherine Chetwynd investigates

Few would be surprised if their car gave you problems if it were never cleaned and serviced. Yet it's surprising how many businesses fail to apply the same reasoning to their database. Sara Goodwins reports

Whether you buy data direct, through a reseller or broker, Alex Blyth offers advice on segmentation, duplicates, laws and buying online. He also looks at the human issues of list buying, such as managing expectations and building relationships with the provider

Deciding whether to keep database management inhouse or outsource it to an external company is a matter worthy of serious consideration. Alex Blyth looks at the implications of each choice

Simon Lawrence, joint MD of Information Arts, says we must understand the origins of data to appreciate how to use it effectively

Segmenting a business database into distinct groups establishes a protocol on how best to treat different customers. Ian Sclater examines the efficiencies of introducing such a template

The outsourcing of database management can be a cost-effective means of gaining an enhanced understanding of your customer base, says Cheryl Pugh, head of database management services at Prospect Swetenhams