Database Strategy Playbook
Mastering Data Hygiene for Higher-Impact Campaigns
Next-gen martech tools like AI are energizing campaigns across industries and unlocking new creative opportunities, but B2B marketers continue to wrestle with an age-old problem: How to structure and manage their databases for maximum effectiveness.
In too many organizations, lead information is scattered across multiple systems and departments. Updates within one platform, such as a marketing automation system, don’t get carried over to a CRM or customer data platform (CDP). And sales and marketing teams still can’t agree on the definition of a high-quality lead.
For marketers to develop higher-value ABM campaigns and deliver on the promise of datadriven personalization, they must tackle data fragmentation head-on.
In this special report, we’ll unpack how marketers can end data fragmentation by:
- Finding fresh, time-saving approaches to strengthen data quality and governance;
- Embracing modern, AI-powered tools to streamline data validation and verification;
- Identifying the right intent signals to effectively target specific personas within buying groups; and
- Scaling ABM campaigns and gaining stronger alignment between marketing and sales.
