In a perfect world, customer data should drive everything a business-to-business (B2B) marketer does, but that's easier said than done. When marketers take the first steps to implement or improve data management practices, they learn an important lesson: A data management strategy is only as robust as the technology that supports it. eMarketer’s Jillian Ryan spoke with five B2B brand marketing leaders about how they pushed through barriers, implementing marketing technology solutions at their organizations that integrate disparate data sources and make audience data actionable for advanced and targeted marketing practices. These interviews were conducted as part of our July report, "B2B Marketing Data: Capturing and Managing Data for Actionable Insights."
