B2B Marketing Data: Capturing and Managing Data for Actionable Insights

WHAT’S IN THIS REPORT? This report includes a breakdown of all the different types of data B2B brands can capture on their audience. It will also cover best practices on how to source this data and the best ways to manage and integrate it for actionable insights. As account-based marketing and the delivery of targeted, personalized content become more prevalent for business-to-business (B2B) marketers and sellers, data is of utmost importance. Without a proper marketing data management strategy in place, B2Bs cannot execute these programs. Many B2B companies cite a lack in data expertise as an obstacle to implementing a true data-driven strategy. B2Bs use a variety of first-, second- and third-party data sources in order to build profiles on their audience at both the buyer- and account-identity level. Marketers need to ensure data is accurate, valid and up to date. Additionally, data compliance is a big concern to multinational B2B firms in the wake of the EU’s General Data Protectio