Why do match rates matter in B2B marketing?
Suppliers have been aggregating consumer lists such as lifestyle surveys and the Electoral Roll for years, but there is no equivalent in B2B. A utility or phone company wanting to increase its penetration among businesses will need a big database that doesn’t exist.
A single, generic solution is not the answer. Client companies should co-operate to pool data with non-competing partners. This is the way forward but you need to choose your partners carefully - it can be a client-led, rather than broker-led, initiative, with the help of their agencies.