Why dedicating a person to scrub marketing data will pay off

01/23/2013 | HeinzMarketing.com

B2B marketers are wrestling with the problems associated with dirty data. Apart from eliminating duplicates on e-mail lists, most marketers are at a loss what to do, and there's no prevailing school of thought on process, according to Maribeth Ross, vice president of marketing for Netprospex. "We are seeing an explosion of marketing operations roles being added in marketing departments. This shows that companies are realizing that managing the systems and their data can no longer be ignored and they need a dedicated resource for it," she says.

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