Siloed data continues to hamper B2B marketers’ ability to paint a complete picture of their customers and prospects

John Obrecht

B2B marketers still face major challenges when it comes to mastering and acting on the vast amount of data they gather.

As the concept of big data gained wide currency earlier this decade, business marketers saw it as a panacea for their organizations. With so much information at hand, how could they miss when it came to knowing and targeting customers and prospects at a granular level? But despite the hope — and sometimes hype — B2B marketers still face major challenges when it comes to mastering and acting on the vast amount of data they gather.

Several recent studies highlight these issues and point to ways marketers can address them. Most notable is one by Forrester Consulting titled "B2B...

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