B2B Marketing Data

B2B Marketing Data

Capturing and Managing Data 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 Protection Regulation (GDPR).
  • All data sets must be integrated in a centralized system of record. A variety of vendors claim to give a complete view of the customer, but B2Bs are skeptical and confusion remains in the marketplace.
  • Collecting data is an important first step. From there, analyzing and putting those data-driven insights to work becomes table stakes. More advanced brands are using intent data and artificial intelligence (AI) to model customer lifetime value, build lookalikes and implement targeted account-based programs.
  • A dedicated team with a data science background is needed to manage and execute against this data. This group must be aligned with business goals for maximum success.

Here’s what’s in the full report

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11charts

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30expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Marketing Data Management Strategies: In Search of ‘Perfect Integrity’
  2. Building a B2B Marketing Database: The Data
  3. Ensuring Data Accuracy
  1. Making Data Actionable
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Kelvin Gee
Oracle
Senior Director, Modern Marketing Business Transformation
Interviewed May 21, 2018
Kyle Gesuelli
Frame.io
Head of Growth
Interviewed June 4, 2018
Anish Jariwala
Informatica
Senior Director, Digital Marketing Strategy and Insights
Interviewed May 23, 2018
Brandon Jensen
Workfront
Director, Marketing Operations
Interviewed May 31, 2018
Gavin Warrener
T-Mobile
Director, B2B Demand Generation and Integrated Marketing, T-Mobile for Business
Interviewed June 1, 2018
Jennifer Stanley
McKinsey & Company
Partner
Interviewed May 29, 2018
Brennan Beyer
dataxu
Vice President and Head of Industry Solutions
Interviewed May 23, 2018
Mike Burton
Bombora
Co-Founder, Senior Vice President, Data Sales
Interviewed May 17, 2018
Nina Caruso
Adobe
Product Marketing Manager, Audience Manager
Interviewed June 1, 2018
Ian Dahlman
gyro
Vice President, Search and Analytics
Interviewed May 27, 2018
Pieter De Temmerman
LiveRamp B2B
COO
Interviewed May 31, 2018
Niraj Deo
Oracle
Vice President, Products, Oracle Data Cloud
Interviewed May 29, 2018
Jon Dick
HubSpot
Vice President, Marketing
Interviewed May 23, 2018
Tracy Eiler
InsideView
CMO
Interviewed June 4, 2018
Anna Fisher
ZoomInfo
Senior Director, Marketing and Head of Lead Generation
Interviewed May 24, 2018
Phil Garlick
ZoomInfo
Vice President, Corporate Development
Interviewed May 24, 2018
Ajay Gupta
Stirista
CEO
Interviewed May 17, 2018
Peter Isaacson
Demandbase
CMO
Interviewed June 1, 2018
Joann Kropp
Informa
Vice President, Global Data Strategy and Business Development
Interviewed May 30, 2018
Dmitri Lisitski
Influ2
Co-Founder and CEO
Interviewed May 21, 2018
Camilo Lizarralde
Ebiquity
Head of Digital, North America
Interviewed May 29, 2018
Sean McGinty
LendingTree
Director, Product Marketing
Interviewed June 5, 2018
Tom Morman
Precision Dialogue, an RR Donnelley company
Vice President, Database Technologies
Interviewed May 16, 2018
Tom O’Regan
Madison Logic
CEO
Interviewed May 22, 2018
Dan Rosenberg
MediaMath
Chief Marketing and Strategy Officer
Interviewed May 30, 2018
Travis Russell
Oracle
Senior Director, Global Head of B2B Data Solutions and Partnerships, Oracle Data Cloud
Interviewed May 29, 2018
Nate Skinner
Salesforce
Vice President, Product Marketing
Interviewed May 29, 2018
Anudit Vikram
Dun & Bradstreet
Senior Vice President and Chief Product Officer, Audience Solutions
Interviewed May 24, 2018
Brian Walker
Accenture Interactive
Managing Director, Global Lead Commerce Strategy
Interviewed May 23, 2018
Mark Woollen
Radius Intelligence
Chief Product Officer
Interviewed May 15, 2018

authors

Jillian Ryan

Contributors

Rebecca Chadwick
Senior Researcher
Lauren Fisher
Principal Analyst
Tracy Tang
Senior Researcher