B2B Trends: Harnessing the Power of First-Party Data

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At a time when interactions with buyers have become overwhelmingly digital, B2B marketers have never had so much data available to them. But, just because marketers are dealing with more data it doesn’t mean they’re dealing with better data... Marketing teams are still left to determine what data is actually helpful in achieving marketing goals.

Quality is not the only challenge marketers face regarding data. With regulations tightening and issues of privacy becoming more important, marketers are looking for ways to capture first-party data that’s not only permission-driven but also relevant.

The good news is there are ways to gather rich and meaningful first-party data without infringing on the privacy of your prospects and customers. And, once that data is available, it can be used to tailor very personalised experiences that can help accelerate their journey through the buying cycle.

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