As many marketers face tighter budgets, the age-old b-to-b dilemma of targeting the right person in a revolving-door business environment, automating data processes can greatly improve lead generation.
“Today it’s not just about having the data, but understanding that data goes bad quickly,” says Jim Fowler, CEO and founder of Jigsaw, a lead generation company owned by Salesforce.com. “For b-to-b marketers, the raw data is becoming more commoditized. B-to-b marketers used to spend a lot of money to rent a....