B2B marketers are finding that third-party data has a positive impact on identifying prospects within target accounts, according to a study published by Openprise, a data automation solutions provider.
The 2017 B2B Data Market Industry Report, which surveyed 175 U.S.-based B2B marketing professionals regarding their use of external data, found that 62% of B2B marketers surveyed use third-party data to identify contacts within target companies. Of those marketers, more than half (52%) said it’s useful when identifying new target companies.
Of note, less than half (48%) of marketers surveyed leverage third-party data for their ABM efforts. This outcome is perhaps a reflection of the fact that ABM practices are still gaining widespread adoption.
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