Business-to-business (B2B) companies are waking up to the fact that data is essential to better understanding their audience and executing more advanced marketing and sales strategies. Jennifer Stanley, a partner at McKinsey & Company who works closely with the firm's B2B clients, spoke with eMarketer's Jillian Ryan about the types of data B2B brands capture, and why some have trouble progressing their data management strategy to do more data-driven marketing. Stanley was interviewed as part of eMarketer’s July report, "B2B Marketing Data: Capturing and Managing Data for Actionable Insights."
