Top 5 practices for effective B2B data management

Cleanse, Classify, Centralise, Continuously Process (with consistency), Securitise (and be GDPR compliant)


  • Data in poor health is a drain on resource and costly.
  • Campaign results will suffer and revenues will fall.


As a minimum, all organisations should be classified by their sector and type and contacts, by their function and seniority. This enables efficient segmentation and selection for targeted marketing messaging.

Further enrichment will add more benefits e.g. organisation size, turnover, employees, structure.


It’s imperative to host data in one controlled central repository.

Put an end to multiple silos where duplicated, inaccurate records are widespread, data is unmanaged, accessed by unknowns and the risk for a serious security breach is inevitable.


Data decays on average by 20-30% per annum. Staff turnover, Opt-outs, unsubscribes, new subscribers, company acquisitions, insolvency and address changes all require automated and manual updates to guarantee your data remains an asset. There is a cost, which needs to be budgeted and a process that requires implementation.


Everything of value is kept secure… except it would seem, data.

This vital company asset needs to be protected and policed from internal abuse and to ensure new data protection laws (GDPR) are followed.

The Data Business provides data consultancy and data management services, ensuring your data strategy is robust and your data implementation is efficient and effective.

Please contact us for an initial discussion and review.