How To: Make the Most of First-Party Data

news-makemostof-first-party-dataThis article in B2B Marketing, explains how to use first-party data as a source for creative B2B solutions.

Marketers may place a premium on first-party data, but a recent survey shows that a lack of volume is often a top obstacle for organizations looking to deploy and derive value from data-driven marketing and media initiatives. Nowhere is the volume challenge more acute than in the B2B space, which has been relatively late to adopt a data-driven approach and reluctant to embrace costly data collection solutions. But as it turns out, B2B marketers, even those in small and medium-sized businesses, do have access to first-party data. What they lack are creative strategies for unlocking that data and putting it into action…

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