Data management is becoming a bigger and bigger topic of interest in the B2B marketing space as the GDPR looms, and with good reason. The GDPR has forced marketers to put the issue of data quality and management front and centre.
Database quality can no longer fall victim to procrastination or neglect. GDPR compliance requires marketers to maintain an active, ongoing role in maintaining the quality of their data.
But GDPR compliance goes beyond simple data quality; it requires a complete recalibration of your marketing processes and systems. This, in particular, means harnessing the power of your marketing automation platform (MAP) to facilitate your compliance.
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