Making sense of the $3 billion market for B2B marketing data

B2B marketers in the U.S. spent more than $3 billion on data in 2023, including data for enrichment and intent.

How are marketers using this data? And how do they research and vet the dozens of data providers out there selling data to B2B marketing organizations?  

I sat down with Tzvi Kopetz,VP of Marketing at Lusha, for a conversation about the role of data in B2B marketing.

Among the topics Tzvi and I discuss in our 12-minute conversation:

• Data enrichment for B2B marketing.
• Data’s role in account-based marketing (ABM).
• The use of data for lead scoring.
• Advice for marketers trying to choose a B2B data vendor. 

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