Summary
The emergence of B2B customer data platforms (CDPs) as a packaged application approach to solving persistent data quality and insights challenges has been a positive development for firms lacking the technical resources to build a custom solution. By integrating and unifying first- and third-party data to create unified profiles, B2B CDPs are enabling users to improve the quality of their data, upgrade their targeting, and create more timely, personalized experiences. B2B marketing and marketing operations professionals should use this report to understand the capabilities of emerging vendors within major segments of the B2B CDP market and to inform their technology strategies.
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