Summary
Many B2B marketers believe that inaccurate and incomplete data is a hard fact of life that is too difficult and expensive to fix — even though it eats marketing ROI and eviscerates good customer experience. It's time to drop that legacy thinking. The data marketplace has exploded with solutions and services to address the origin and governance of business-buyer data — with a reasonable investment of time and money. This report offers an overview of vendors to guide B2B marketers on driving requirements from use cases, evaluating vendors, and making procurement decisions.
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