Voss predicts the importance of getting complete, normalized, and compliant data will only grow. Marketers will select martech tools that help with third-, second-, and first-party data to navigate privacy and regulatory changes and to help manage data across multiple touch points.
Go further: For more information on the B2B marketing landscape, including changes in buying behavior and customer experience, read our report, B2B Marketing Trends to Watch for in 2023.