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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About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
