Sales enablement vendor Seismic also has data on its mind. Their survey of sales professionals found that enablement tech can save an average of 13 hours per week, mostly by reducing the time spent trying to find relevant information. Half the respondents (51%) are considering leaving their current job because the company doesn’t give them the tools they need for success.
This Demand Gen Report survey also puts data at the head of B2B marketers’ priority list. In particular, marketers are looking for intent data to help guide their efforts. But just 18% report having an intent data strategy fully executed and being measured.
ActionIQ has released a new Profile API that enables real-time access to external data, allowing the CDP to use data stored elsewhere without first importing it. This sort of hybrid approach – storing some data in the CDP and reading other data from external systems as needed – is still rare but we’re seeing more of it.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.