#marketingdata

B2B contact data platforms are everywhere. They promise scale, speed, and instant access to millions of contacts. 

But here’s the real question:  What does that data actually look like once you try to use it? 

In this research-led webinar, Rob Simpson shares findings from hands-on, real-world testing of widely adopted B2B contact data platform - focusing not on features or pricing, but on what really matters once the data hits your campaigns: 

• Data quality in practice  • Role & account relevance  • Usability once activated in real workflows 

This is not a vendor comparison. And it’s not a tool review. 

It’s an objective look at platform-based contact data as a category, using live examples to show how it performs under day-to-day marketing pressure - where lists decay, roles shift, and “ready-to-use” data gets tested fast. 

If you’ve ever:  - Questioned any contact list five minutes before launch  - Lost time validating roles manually   - Wondered why campaign performance didn’t match the data promise 

This session is for you.  

Most organisations claim to be omnichannel. 

Very few operate with a genuinely unified view of the customer. 

The problem is rarely tooling. It’s alignment. Different teams still optimise for different signals, metrics, and definitions of the same customer. When that happens, data becomes abundant but insight becomes fragmented. 

A unified customer view isn’t about collecting more data. It’s about creating a shared point of truth that marketing, sales, service, and product teams can all trust. 

In 2026, competitive advantage won’t come from more touchpoints - it will come from consistency across them. 

https://linkly.link/2XC9M

Most organisations don’t struggle with a lack of customer data. They struggle with a lack of shared truth. 

When channels operate on different definitions of the same customer, personalisation becomes performative and attribution becomes debatable.

A unified omnichannel view is less about marketing optimisation and more about organisational alignment. 

The leaders pulling ahead are treating customer data as infrastructure, something stable enough that teams can build confidently on top of it. 

In the year ahead, maturity won’t be measured by how many channels you activate, but by how consistently they agree.