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decreasing circles

The move from single channel, higher volume campaigns towards ever smaller, more targeted multichannel campaigns brings its own challenges to those proving data for B2B marketers – but with those challenges comes significant potential reward for those willing and able to embrace the new marketing world order, finds Antony Begley.


he gradual but very marked move away from single channel, high volume marketing in the B2B world towards ever smaller and more targeted activity,

more often than not across multiple channels, has massive implications for those providing the data that this activity relies on.

B2B data demands have evolved significantly over the years as marketers have come to terms with the technological challenges of working across diverse offline and online channels and the continued growth of lead generation and lead nurturing.

Alongside that, hand in hand, has been the drive to squeeze every ounce of value out of the marketing data available, to sweat the asset, and to work it as hard as conceivably possible. Data providers are being faced with demands to add as much value as possible to the core data being sold and to meet the need for the industry’s voracious demand for email and, increasingly, social media data. Fortunately, however, the providers are rarely found wanting. One company that has long reaped the

benefits of offering a wide range of B2B data is Marketscan, the winner of the Oustanding B2B Data Provider Award at the recent Database Marketing Awards. Shortly after winning the award, the company announced that it had struck a deal with global information services behemoth Experian to adds its data to Marketscan’s marketing Megabase.

“Many databases were originally developed for

purposes other than marketing but the Megabase was specifically built for marketers.” Daryl Jay, Sales Director, Marketscan

The deal sees Marketscan take a monthly

feed from Experian’s National Business Database, which has around 5.1 million limited and non-limited business records.

The addition further strengthens the coverage of its Megabase while maintaining the quality and granularity of the data within it. Daryl Jay, Sales Director at the company, comments: “Many rival databases were originally developed for purposes other than marketing – some were created for directory compilation or credit rating or whatever – but the Megabase was specifically built for marketers.”

Indeed, the Megabase has existed exclusively as a marketing database since day one and operates on a unique business classification system that’s based on market sectors, which Marketscan says gives greater accuracy than the conventional SIC system.

After so many years servicing the UK’s B2B marketers, it’s surely a positive sign of the health of the industry that the company is still investing in adding yet another major feed like this one to its core database.

Marketscan’s investment may also be a

reflection of wider trends emerging in the B2B marketing arena. ááá

November 2011 15

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