Trends Report

Give Sellers The Alignment Data They Need To Succeed

Equip Sellers With Customer Insights To Engage And Close Faster

June 7th, 2016
Steven Wright, null
Steven Wright
With contributors:
Peter O'Neill , Jacob Milender

Summary

As B2B marketers seek to leverage external data at all phases of the buyer journey and the distinction between two categories of data providers — aggregators and enrichers — blurs, they need to understand how, why, and when sellers need particular kinds of data to help deals progress. The concept of a funnel that goes from "hard" data to "soft" data as the opportunity progresses offers B2B marketers an approach to deliver data that sellers can use, evaluate current investments in third-party data, and differentiate between increasingly similar providers.

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