B2B marketers struggle to replace third-party data because they’re less likely to have their own data. As a result, B2B marketers need to invest in technology and resources to ensure compliant data storage, though their marketing data spend growth has slowed following a downturn in advertising, according to our August 2023 forecast.
Marketers must be strategic with their data investments, using help from third-party services or walled gardens to supplement their proprietary data.
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