B2B Data: Complete Guide to Leveraging Your Professional Data (2025)

In 2024, according to our latest Barometer, B2B marketing proved its resilience despite a challenging economic context, with 69% of companies rating their actions as effective.

How can you collect, structure and effectively leverage B2B data — a strategic asset — to improve performance? This guide provides concrete answers.

What is B2B Data?

B2B data refers to all data generated in interactions between businesses. This data describes both organisations (size, sector, location) and their employees, particularly decision-makers (function, hierarchy, decision-making power) and their purchasing behaviours.

Why is B2B data a strategic asset?

Mastering B2B data enables better targeting, more relevant personalisation and more accurate measurement of marketing performance.