Building up your marketing database is an important tool for many reasons when it comes to your business. Your database is the stepping stone in providing direct marketing between your business and its audience. It’s one of the most effective ways to send out important information, lead generation, growth and conversion and support your ROI. A strong marketing database is essential to your business model, from large corporations, right down the line to small businesses. You can create segmentation and target audiences to suit your message, it’s simple if you’re organised. However, if you’re not, your system starts to breakdown.