BtoB

Direct Group inks deal to offer European b-to-b sales leads

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Pennington, N.J.—Direct marketing services provider Direct Group has forged a reciprocal agreement with Swedish data specialist PAR AB, to offer PAR's European b-to-b sales lead data to U.S. marketers.

The agreement also will give Direct Group access to PAR's EuroContactPool database, providing access to European data that adheres to differing regulations in the U.K. and continental Europe. Gothenburg, Sweden-based PAR's database covers 80% of the European market, the companies said.

In addition, PAR AB will market Direct Group's U.S. b-to-b lists in Europe.

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