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The Most Popular B2B Data Providers With Marketers

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ZoomInfo, InfoUSA, and Data.com are the most popular data providers with B2B marketers, according to recent research from Openprise.

The report was based on data from a survey of 175 marketers who work for B2B companies in the United States with more than 200 employees.

Some 41% of those B2B marketers say they have used ZoomInfo at some point to access data about companies/individuals; 36% have used InfoUSA; and 35% have used Data.com.

ZoomInfo is especially popular with enterprise companies (5,000+ employees).

Some 61% of enterprise marketers surveyed say they have used the ZoomInfo's platform to access B2B data.


Some 62% of B2B marketers say they use data providers to identify individuals within target companies; 52% use data providers to identify new target companies.

Respondents say the top problems with B2B data providers are missing contacts at target companies (41% cite it as an issue), missing field values in contacts (39%), and incorrect field values (20%).

About the research: The report was based on data from a survey of 175 marketers who work for B2B companies in the United States with more than 200 employees.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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