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In the ever-changing world of B2B marketing, data drives decision & customer interaction. However, marketers often need help to leverage data to its full potential. The phasing out of third-party cookies and rising privacy demands have left marketing teams scrambling to adapt.

With the changing landscape of consequences surrounding false, inaccurate, unverified, or slow-responding data mistakes, the stakes have never been higher for using accurate and actionable first-party data. 

Of all categories of available business intelligence data, first-party data reigns for several reasons in developing successful go-to-market strategies in B2B sales and marketing: insights into prospects based on footprint are owned by your company; inefficiencies resulting from outdated firmographic databases become obsolete; operating within increasingly regulated industries may become more manageable with first-party data; deep insights at a prospect level can drive revenue growth organically. 

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