Panning for data gold in small- and medium-size business transactions

Read the original article from ABA Marketing here.

Here is a brief summary of the article:

• Banks use data to acquire and retain customers, even in the B2B space.
• SMB interactions with banks reveal important information about the business and product offerings.
• Marketing teams start with what the bank already has and identify people who know how to query systems and platforms.
• Data can create profiles of SMB clients or discern commonly used products to introduce to other businesses.
• Marketing teams keep their blueprint current and examine customer touchpoints for barriers.
• First-party data can be augmented with third-party sources for additional information.
• LinkedIn, Firmagraphics, and intent data can provide insights into company status.