Employ 5 Must-Do’s for an Effective B-to-B Marketing Database

Must-do 1
Get out of the 1980s mind-set by benchmarking your marketing database for address accuracy, Kapochunas said. Find ways to better identify and correct inaccurate addresses.

Must-do 2
Benchmark your marketing database for address completeness. Mailing the results of U.S. Postal Service address correction may be eliminating the internal delivery information, such as mail stops, which are essential for delivery to government customers, military, universities and many Fortune 1,000 locations, he said. Manually review samples before and after identifying addresses.