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

Must-do 3
Benchmark your marketing database for recency. Use the USPS’ NCOALink to get change-of-address data to help reduce undeliverable mail pieces before they enter the mailstream. Use an NCOA (National Change of Address) vendor that does 90 percent of its business on relationship marketing.

Must-do 4
Benchmark your marketing field data’s relevance. “Conduct your sorts, and find out what’s really in those fields,” Kapochunas said, “or you’ll do what one big cataloger did. It found 22 instances of ‘This guy is a jerk’ filled out by its own bored telemarketers,” who chose to commit an act of sabotage. The cataloger, he noted, never conducted a simple field audit and never analyzed its records to find which of them had inaccurate data.