Second-Party Data: The Under-Leveraged Asset in B2B Marketing

| October 25, 2016

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Most marketing conversations that revolve around data focus on first- and third-party data. First-party data that is owned by an advertiser is expansive and can be a lot to manage. Whether it’s storing lead information, purchase activity, email engagement, service calls, or web visits, there is a lot of information to sort through. Some of these interactions are known, (i.e., tied to personally identifiable information (PII). A large portion is anonymous (time on your website identified by a cookie, for example) and requires more processing power (and often times, insight) to derive sales and marketing value.

It’s now common for marketers to augment their first-party data with third-party data. These data are sourced and purchased in order to identify potential prospect accounts and contacts for sales and marketing efforts, or to add richness and dimension to an advertiser’s first-party data. Particularly in B2B marketing, the ability to identify industry and other firmographics is critical in allowing advertisers to execute on a cohesive segmentation and persona strategy, and to support intelligent targeting and personalization.

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