GuruPandian is chief of growth and product at Ampliz. He has extensive experience in working with B2B data companies like ZoomInfo (now DiscoverOrg Zoominfo).  He is a speaker and a great mentor. Here at Ampliz B2B Binge, he speaks about how B2B data has evolved over the years and how it can help businesses achieve their goals. Today marketing has a sole focus that is growth. The growth always boils down to lead generation, lead nurturing, and sales, irrespective of whatever activities you perform every day. So growth is about what is your lead volume and deals velocity? It means how many leads are coming in every day and how quickly those leads are converted into deals. Traditionally b2B data was acquired from events, website forms, signups, collateral downloads, LinkedIn, and many other places of interest. Most of the time, the data-points include the name of the person, email address, company, industry, designation, number of employees, and other factors. Traditional data partners not only help you find new leads but also append data and enrich existing data. Data maintenance is increasing, with so many changes happening around the world. Maintain a single cell of data costs as much as 100$ on an average. Modern B2B data partners, in addition to the above traditional data, also try to provide behavioral data, proxy intent, better contact directories, and improved company firm-o-graphics information. They will personalize data for you. The sales intelligence will be customized for you based on your needs, the persona you are targeting. A right B2b data partner will have a global scale; maintain high data standards with capabilities to take care of personalized data requests.