Contact Data Acquisition For Demand Generation

January 1st, 2018

Julian Archer

Summary

Addressing contact data strategy separately from demand generation can create marketing misalignment and waste resources. Many organizations maintain unused contact data and invest excessively in acquiring new data that will soon suffer the same fate. Data acquisition efforts that fail to properly assess requirements often don’t align investments to the areas of greatest need. By applying a consistent contact data acquisition process that aligns with demand requirements, organizations can achieve more effective demand generation, greater efficiency, and better use of resources. In this report, we identify the steps required to build and execute an optimized data acquisition plan.

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