Database marketing provides a means to analyze and discover opportunities within a company's customer base. By analyzing firmographics, financial information, past purchasing behavior, and other important data-related attributes, B2B companies are able to identify a myriad of trends that help predict future customer behavior.

• Perform data analysis to identify trends
• Plan and execute targeted, trigger-based campaigns
• Create a closed-loop marketing and sales environment

Database marketing also provides companies the ability to selectively target contacts for specific programs and campaigns, manage responses, and distribute leads into the most appropriate channel. The best B2B companies have discovered that targeted, trigger-based campaigns (independently or in tandem with Web sites and more traditional marketing communication programs) generate significantly better conversion results.