Two new studies on B2B data and marketing highlight both challenges and opportunities in putting the workhorse of modern-day marketing — data — to profitable use. They are worth reading.
eMarketer’s B2B analyst Jillian Ryan is lead author on “B2B Marketing Data — Capturing and Managing Data for Actionable Insights.” EverString with Heinz Marketing has published “The State of AI in B2B Marketing” with a focused look at artificial intelligence, machine learning and predictive modeling tools in this emerging area.
