It’s safe to say that data is the driving force behind most B2B marketing and sales strategies. So B2B marketers use all sorts of databases to gather as much information as they can about customers.

Enter the rise of CRMs, DMPs, and ERPs. While these work well in organizing client details, they fail to make sense of it all. Worse, B2B marketers have to deal with poor data quality. With 89 percent of B2B marketers agreeing data quality is increasingly important to sales and marketing and 49 percent not confident in their marketing and sale data, it is time for a new solution.

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