Customer-obsessed marketing

The Road To Customer Obsession Is Paved With Good (Data) Intentions: New Report And Webinar

Steven Casey
Principal Analyst
July 24, 2017

Everyone knows they need good data: marketers, sellers, even analysts evangelizing about customer obsession.  But for too many B2B marketers, bad data is a sad fact of life. In a recent survey, just 12% of B2B marketers told us they have “high confidence” in the accuracy of their customer data.

Trying to bridge that gap with B2B data providers can feel like an impossible task. Because they offer an ever-expanding array of data types. Different vendors collect their data in dramatically different ways.  And just about all of them sell their data to each other – as well as directly to you.

To help you navigate through this complex, interconnected, and rapidly changing vendor landscape — my colleagues Lori Wizdo, Steven Wright and I analyzed 17 B2B data providers in our report, “Vendor Landscape: B2B Marketing Data Providers, Q3 2017.”

We looked at firms ranging from those focused on a single buyer segment or data type to the largest aggregators — providing insights on their size, market coverage, data collection methods, breadth of data types, and data sharing arrangements. It was a fascinating research project and we hope you find the report helpful.

Forrester clients can also join us in a webinar on Thursday, July 27 to discuss how we conducted the research, what we learned, and how you can replace ad hoc data procurement with a strategic data acquisition process to improve the quality of your data and:

  • optimize your specific use cases
  • move from a volume-based funnel to a targeted engagement model
  • and help sellers improve their ability to convert more opportunities.

Register now to join us!

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