Article
10 Ways to Optimize Your GTM Strategy with Dynamic Customer Data
Best Practices: GTM Data
When we outline a comprehensive plan for how to launch a product or expand into a new market, we need market data. To effectively connect with customers, gain a competitive advantage and deliver unique value, we need to understand the people and company profiles that exist in our Total Addressable Market (TAM), and compare how their data relates to our ICP in order to rationalize our predicted success in that market and identify where to start our sales and marketing efforts.
Once we identify the right people and channels to reach them, we rely on their person and company data to create personalized content and campaigns that let them know we’re speaking to them specifically. Unfortunately, people change companies often. They change titles often. And companies go through mergers and acquisitions. Because the data that goes into the profiles across our TAM changes regularly, our traditionally purchased static datasets will inevitably become inaccurate. Spending time, money, and effort personalizing content for someone at their former job or outdated email is a wasted effort and can cost valuable opportunities. Even if you do reach them, referencing an old job title reflects poorly and signals a lack of awareness.
There’s no simple way to know when and which data is outdated, so many data users are forced to update their entire data environment to ensure their teams don’t waste energy on bad information. Unfortunately, manually keeping that data up-to-date across all of your CRM and marketing automation systems is incredibly tedious, cumbersome, expensive and often neglected. GTM leaders need a way to ensure their sales and marketing teams are operating from complete, up-to-date person and company profiles to ensure their GTM efforts are successful. They need dynamic B2B customer data – data that automatically updates across all of their systems.
Using dynamic customer data to improve your go-to-market (GTM) strategy involves leveraging real-time and up-to-date information about your customers to create more effective and targeted marketing and sales efforts. When your customer data is up-to-date, you can confidently utilize that dynamic data to enhance your GTM strategy. Here are 10 ways sales and marketing teams win with dynamic data:
Personalized Marketing Campaigns
Latest Articles
Product sheet
Leadspace Buying Team Intelligence
B2B deals don’t close because one contact engages, they close when an entire buying committee aligns. Yet most GTM systems still operate at the individual record level, leaving revenue teams blind to the relationships, roles, and signals that actually drive decisions.
Leadspace’s Buying Team Intelligence makes buying groups visible, measurable, and actionable by connecting people to roles, accounts, hierarchies, and real-time buying signals in a unified, living data graph.
The result: sales, marketing, and RevOps teams can identify who truly influences and approves decisions, prioritize accounts showing coordinated buying activity, and orchestrate multithreaded engagement based on how buyers actually buy rather than on how CRM records are structured.
Product sheet
Leadspace Buying Team Intelligence
B2B deals don’t close because one contact engages, they close when an entire buying committee aligns. Yet most GTM systems still operate at the individual record level, leaving revenue teams blind to the relationships, roles, and signals that actually drive decisions.
Leadspace’s Buying Team Intelligence makes buying groups visible, measurable, and actionable by connecting people to roles, accounts, hierarchies, and real-time buying signals in a unified, living data graph.
The result: sales, marketing, and RevOps teams can identify who truly influences and approves decisions, prioritize accounts showing coordinated buying activity, and orchestrate multithreaded engagement based on how buyers actually buy rather than on how CRM records are structured.
Product sheet
Leadspace Buying Team Intelligence
B2B deals don’t close because one contact engages, they close when an entire buying committee aligns. Yet most GTM systems still operate at the individual record level, leaving revenue teams blind to the relationships, roles, and signals that actually drive decisions.
Leadspace’s Buying Team Intelligence makes buying groups visible, measurable, and actionable by connecting people to roles, accounts, hierarchies, and real-time buying signals in a unified, living data graph.
The result: sales, marketing, and RevOps teams can identify who truly influences and approves decisions, prioritize accounts showing coordinated buying activity, and orchestrate multithreaded engagement based on how buyers actually buy rather than on how CRM records are structured.
Article
Why Waterfall Logic Matters in B2B Data Aggregation
Modern go-to-market teams are swimming in data – firmographics, technographics, intent signals, engagement scores, and countless enrichment sources.
But here’s the truth: more data doesn’t automatically make your business smarter. It often just makes it messier.
When multiple data vendors, enrichment tools, and APIs are all trying to update the same record, the result is chaos – inconsistent fields, conflicting values, duplicates, and manual clean-up that never ends.
That’s where waterfall logic becomes a game-changer.
Article
Why Waterfall Logic Matters in B2B Data Aggregation
Modern go-to-market teams are swimming in data – firmographics, technographics, intent signals, engagement scores, and countless enrichment sources.
But here’s the truth: more data doesn’t automatically make your business smarter. It often just makes it messier.
When multiple data vendors, enrichment tools, and APIs are all trying to update the same record, the result is chaos – inconsistent fields, conflicting values, duplicates, and manual clean-up that never ends.
That’s where waterfall logic becomes a game-changer.
Article
Why Waterfall Logic Matters in B2B Data Aggregation
Modern go-to-market teams are swimming in data – firmographics, technographics, intent signals, engagement scores, and countless enrichment sources.
But here’s the truth: more data doesn’t automatically make your business smarter. It often just makes it messier.
When multiple data vendors, enrichment tools, and APIs are all trying to update the same record, the result is chaos – inconsistent fields, conflicting values, duplicates, and manual clean-up that never ends.
That’s where waterfall logic becomes a game-changer.
Article
Why Keeping B2B Profiles Up-to-Date Boosts Sales & Marketing Success
Keeping B2B buyer profiles up-to-date is essential for maintaining effective sales and marketing strategies. Unfortunately, keeping profiles up-to-date is tedious and often neglected. Failing to update our customer or buyer profiles does your sales and marketing teams a tremendous disservice. Your teams could spend thousands of dollars and weeks of focus trying to get in touch with a great lead from last year, completely unaware that the person changed jobs three months ago – all because their profile within your CRM and marketing automation systems wasn’t up-to-date. People change jobs and companies go throughM&A all the time – and your sales and marketing teams need to stay informed. That’s just one of the many ways your teams will lose with outdated buyer profiles. Having accurate, up-to-date data seems like a no-brainer, right? Let’s consider why many sales and marketing teams don’t always have the data they need.
It takes a lot of buying signals to build the buyer profiles that our sales and marketing teams need to win business. Firmographics, demographics, technographics, intent, 1st-party data, predictive and engagement. Generally speaking, we can’t get all of those signals from one place. Instead, we’re forced to buy numerous sets of static data from several vendors, then blend it all together. Buying multiple sets of data from multiple sources is inherently expensive, and manually combining that data with our first-party data is time-consuming, cumbersome and error-prone. We might jump through those hurdles at first, but the problem arises when we need to update it.
A static data set is just a snapshot in time, and there’s no way to tell when data has changed to the point where you need a new snapshot. This means that in order to ensure our buyer profiles are up-to-date, we need to regularly buy all of our data over and over again, continuously blending it all together with the old data. That’s going to be very expensive, and it’s going to require a lot of time and effort dedicated to data unification. In many cases, by the time you’ve enriched your new data with the old data, that new data has already become old data. Naturally, many companies will decide that their slightly old data is good enough because they can’t justify the cost of constant data purchases or the time spent unifying it.
Not updating your buyer profiles is a huge mistake in a world of data-driven decision making, where all of the decisions you make depend on having accurate, complete and up-to-date data. Even the best predictive AI models will point you in the wrong direction if the data being analyzed isn’t correct. Simply put, if you want your sales and marketing teams to have the tools they need to reach out and close business, you need to give them buyer profiles that are dynamically updated.
Let’s look at 10 common strategies for ensuring that your buyer profiles are current and accurate, then consider a more realistic solution for automating the entire process.
Article
Why Keeping B2B Profiles Up-to-Date Boosts Sales & Marketing Success
Keeping B2B buyer profiles up-to-date is essential for maintaining effective sales and marketing strategies. Unfortunately, keeping profiles up-to-date is tedious and often neglected. Failing to update our customer or buyer profiles does your sales and marketing teams a tremendous disservice. Your teams could spend thousands of dollars and weeks of focus trying to get in touch with a great lead from last year, completely unaware that the person changed jobs three months ago – all because their profile within your CRM and marketing automation systems wasn’t up-to-date. People change jobs and companies go throughM&A all the time – and your sales and marketing teams need to stay informed. That’s just one of the many ways your teams will lose with outdated buyer profiles. Having accurate, up-to-date data seems like a no-brainer, right? Let’s consider why many sales and marketing teams don’t always have the data they need.
It takes a lot of buying signals to build the buyer profiles that our sales and marketing teams need to win business. Firmographics, demographics, technographics, intent, 1st-party data, predictive and engagement. Generally speaking, we can’t get all of those signals from one place. Instead, we’re forced to buy numerous sets of static data from several vendors, then blend it all together. Buying multiple sets of data from multiple sources is inherently expensive, and manually combining that data with our first-party data is time-consuming, cumbersome and error-prone. We might jump through those hurdles at first, but the problem arises when we need to update it.
A static data set is just a snapshot in time, and there’s no way to tell when data has changed to the point where you need a new snapshot. This means that in order to ensure our buyer profiles are up-to-date, we need to regularly buy all of our data over and over again, continuously blending it all together with the old data. That’s going to be very expensive, and it’s going to require a lot of time and effort dedicated to data unification. In many cases, by the time you’ve enriched your new data with the old data, that new data has already become old data. Naturally, many companies will decide that their slightly old data is good enough because they can’t justify the cost of constant data purchases or the time spent unifying it.
Not updating your buyer profiles is a huge mistake in a world of data-driven decision making, where all of the decisions you make depend on having accurate, complete and up-to-date data. Even the best predictive AI models will point you in the wrong direction if the data being analyzed isn’t correct. Simply put, if you want your sales and marketing teams to have the tools they need to reach out and close business, you need to give them buyer profiles that are dynamically updated.
Let’s look at 10 common strategies for ensuring that your buyer profiles are current and accurate, then consider a more realistic solution for automating the entire process.
Article
Why Keeping B2B Profiles Up-to-Date Boosts Sales & Marketing Success
Keeping B2B buyer profiles up-to-date is essential for maintaining effective sales and marketing strategies. Unfortunately, keeping profiles up-to-date is tedious and often neglected. Failing to update our customer or buyer profiles does your sales and marketing teams a tremendous disservice. Your teams could spend thousands of dollars and weeks of focus trying to get in touch with a great lead from last year, completely unaware that the person changed jobs three months ago – all because their profile within your CRM and marketing automation systems wasn’t up-to-date. People change jobs and companies go throughM&A all the time – and your sales and marketing teams need to stay informed. That’s just one of the many ways your teams will lose with outdated buyer profiles. Having accurate, up-to-date data seems like a no-brainer, right? Let’s consider why many sales and marketing teams don’t always have the data they need.
It takes a lot of buying signals to build the buyer profiles that our sales and marketing teams need to win business. Firmographics, demographics, technographics, intent, 1st-party data, predictive and engagement. Generally speaking, we can’t get all of those signals from one place. Instead, we’re forced to buy numerous sets of static data from several vendors, then blend it all together. Buying multiple sets of data from multiple sources is inherently expensive, and manually combining that data with our first-party data is time-consuming, cumbersome and error-prone. We might jump through those hurdles at first, but the problem arises when we need to update it.
A static data set is just a snapshot in time, and there’s no way to tell when data has changed to the point where you need a new snapshot. This means that in order to ensure our buyer profiles are up-to-date, we need to regularly buy all of our data over and over again, continuously blending it all together with the old data. That’s going to be very expensive, and it’s going to require a lot of time and effort dedicated to data unification. In many cases, by the time you’ve enriched your new data with the old data, that new data has already become old data. Naturally, many companies will decide that their slightly old data is good enough because they can’t justify the cost of constant data purchases or the time spent unifying it.
Not updating your buyer profiles is a huge mistake in a world of data-driven decision making, where all of the decisions you make depend on having accurate, complete and up-to-date data. Even the best predictive AI models will point you in the wrong direction if the data being analyzed isn’t correct. Simply put, if you want your sales and marketing teams to have the tools they need to reach out and close business, you need to give them buyer profiles that are dynamically updated.
Let’s look at 10 common strategies for ensuring that your buyer profiles are current and accurate, then consider a more realistic solution for automating the entire process.
