Why Most B2B Data Is Useless and What To Do Instead – YouTube

Why Most B2B Data Is Useless and What To Do Instead

👉 Full Show Notes
https://www.microsoftinnovationpodcast.com/756
 
AI is transforming how businesses use data, but most are still stuck with outdated models. In this episode, Brian Perks shares how to unlock high-impact insights by shifting from fragmented data to identity-driven ecosystems. Learn how to optimise your ideal customer profile, reduce waste, and build scalable, AI-powered sales strategies. 

🎙️ What you’ll learn 
• How to eliminate low-value data and focus on high-conversion targets 
• Why identity-based data is critical for fraud prevention and sales activation 
• How to optimise your ICP for repeatable, scalable growth 
• What LinkedIn advertising gets wrong—and how to fix it 
• How startups can access enterprise-grade data tools 

👉Find Brian Online:
• LinkedIn: https://www.linkedin.com/in/briangperks/
• X(Twitter): https://x.com/brianperks
• Recent YouTube videos:
1. https://www.youtube.com/watch?v=cJ0NgnThlMQ
2. Market Dominance Guys podcast appearance: https://marketdominanceguys.com/category/guest-brian-perks/

✅ Highlights 
• “We are making the data available to the platform in its entirety.” 
• “You only want the sales, the marketers, the people that are going to buy your products.” 
• “Companies using 5×5 data have customers that essentially stay forever.” 
• “AI cannot spontaneously generate your email address or mobile number.” 
• “We act as the barometer to let you into the room and see the digital universe.” 
• “LinkedIn has been your professional resume. It is not Facebook for business.” 
• “Most companies don’t run the kind of analytic to understand their soft costs.” 
• “IP-based ABM marketing hits every device on that IP—you’re paying for all of them.” 
• “Small companies no longer have to be in the data business first to build data-enabled products.” 
• “AI models still depend on human journalistic research.” 
• “Publishers are getting scraped 1000 times per visitor under fair use.” 
• “We’re going to need AI shepherds to verify and validate output.” 

🧰 Mentioned 
• LinkedIn Sales Navigator: https://business.linkedin.com/sales-solutions/sales-navigator 
• CloudFlare – https://www.cloudflare.com (https://www.cloudflare.com/)  
• Claude – https://claude.ai (https://claude.ai/)  
• Xandr (Microsoft Advertising): https://www.xandr.com (https://www.xandr.com/)  

✅Keywords 
ai sales, identity data, fraud prevention, data licensing, linkedin advertising, b2b marketing, ideal customer profile, sales activation, publishing models, audience extension, data utility, generative ai

 🔴 Subscribe for all the latest AI Unfiltered News: https://www.youtube.com/nz365guy?sub_confirmation=1

🔴 Share this video with a Youtuber friend: https://youtu.be/7kTcF6ZixDQ

✅ Recommended Playlist: Copilot Show. Hear the latest from Senior Microsoft Staff: https://www.youtube.com/playlist?list=PLzf0yupPbVkqPyRqPii192UiJuT-SQHw-

✅ All our Microsoft Applications Podcasts: https://www.youtube.com/playlist?list=PLzf0yupPbVkoEIfkNYZ0dModTR5aLbRh3

✅ Let’s Connect:
Collaborate with me here – https://cloverbase.com
YouTube – https://www.youtube.com/nz365guy
Website: http://www.nz365guy.com/subscribe
LinkedIn – https://www.linkedin.com/in/nz365guy
X – https://twitter.com/nz365guy
Facebook – https://www.facebook.com/nz365guy
Instagram – https://www.instagram.com/nz365guy
Pinterest – https://www.pinterest.nz/nz365guy

I’m Mark Smith – nz365guy – Helping people reach their full potential

I have been a Microsoft Applications MVP for over 13 years. I am passionate about helping people reach their full potential, through training, coaching and mentorship.

Accelerate your Microsoft career with the 90 Day Mentoring Challenge (https://www.90daymc.com/)

Microsoft 365 Copilot Adoption is a Microsoft Press book for leaders and consultants. It shows how to identify high-value use cases, set guardrails, enable champions, and measure impact, so Copilot sticks. Practical frameworks, checklists, and metrics you can use this month. Get the book: https://bit.ly/CopilotAdoption

Support the show (https://www.buymeacoffee.com/nz365guy)

If you want to get in touch with me, you can message me here on LinkedIn (https://www.linkedin.com/in/nz365guy).

Thanks for listening 🚀 – Mark Smith

👉 Full Show Notes
https://www.microsoftinnovationpodcast.com/756
 
AI is transforming how businesses use data, but most are still stuck with outdated models. In this episode, Brian Perks shares how to unlock high-impact insights by shifting from fragmented data to identity-driven ecosystems. Learn how to optimise your ideal customer profile, reduce waste, and build scalable, AI-powered sales strategies. 

🎙️ What you’ll learn 
• How to eliminate low-value data and focus on high-conversion targets 
• Why identity-based data is critical for fraud prevention and sales activation 
• How to optimise your ICP for repeatable, scalable growth 
• What LinkedIn advertising gets wrong—and how to fix it 
• How startups can access enterprise-grade data tools 

👉Find Brian Online:
• LinkedIn: https://www.linkedin.com/in/briangperks/
• X(Twitter): https://x.com/brianperks
• Recent YouTube videos:
1. https://www.youtube.com/watch?v=cJ0NgnThlMQ
2. Market Dominance Guys podcast appearance: https://marketdominanceguys.com/category/guest-brian-perks/

✅ Highlights 
• “We are making the data available to the platform in its entirety.” 
• “You only want the sales, the marketers, the people that are going to buy your products.” 
• “Companies using 5×5 data have customers that essentially stay forever.” 
• “AI cannot spontaneously generate your email address or mobile number.” 
• “We act as the barometer to let you into the room and see the digital universe.” 
• “LinkedIn has been your professional resume. It is not Facebook for business.” 
• “Most companies don’t run the kind of analytic to understand their soft costs.” 
• “IP-based ABM marketing hits every device on that IP—you’re paying for all of them.” 
• “Small companies no longer have to be in the data business first to build data-enabled products.” 
• “AI models still depend on human journalistic research.” 
• “Publishers are getting scraped 1000 times per visitor under fair use.” 
• “We’re going to need AI shepherds to verify and validate output.” 

🧰 Mentioned 
• LinkedIn Sales Navigator: https://business.linkedin.com/sales-solutions/sales-navigator 
• CloudFlare – https://www.cloudflare.com (https://www.cloudflare.com/)  
• Claude – https://claude.ai (https://claude.ai/)  
• Xandr (Microsoft Advertising): https://www.xandr.com (https://www.xandr.com/)  

✅Keywords 
ai sales, identity data, fraud prevention, data licensing, linkedin advertising, b2b marketing, ideal customer profile, sales activation, publishing models, audience extension, data utility, generative ai

 🔴 Subscribe for all the latest AI Unfiltered News: https://www.youtube.com/nz365guy?sub_confirmation=1

🔴 Share this video with a Youtuber friend: https://youtu.be/7kTcF6ZixDQ

✅ Recommended Playlist: Copilot Show. Hear the latest from Senior Microsoft Staff: https://www.youtube.com/playlist?list=PLzf0yupPbVkqPyRqPii192UiJuT-SQHw-

✅ All our Microsoft Applications Podcasts: https://www.youtube.com/playlist?list=PLzf0yupPbVkoEIfkNYZ0dModTR5aLbRh3

✅ Let’s Connect:
Collaborate with me here – https://cloverbase.com
YouTube – https://www.youtube.com/nz365guy
Website: http://www.nz365guy.com/subscribe
LinkedIn – https://www.linkedin.com/in/nz365guy
X – https://twitter.com/nz365guy
Facebook – https://www.facebook.com/nz365guy
Instagram – https://www.instagram.com/nz365guy
Pinterest – https://www.pinterest.nz/nz365guy

I’m Mark Smith – nz365guy – Helping people reach their full potential

I have been a Microsoft Applications MVP for over 13 years. I am passionate about helping people reach their full potential, through training, coaching and mentorship.

Accelerate your Microsoft career with the 90 Day Mentoring Challenge (https://www.90daymc.com/)

Microsoft 365 Copilot Adoption is a Microsoft Press book for leaders and consultants. It shows how to identify high-value use cases, set guardrails, enable champions, and measure impact, so Copilot sticks. Practical frameworks, checklists, and metrics you can use this month. Get the book: https://bit.ly/CopilotAdoption

Support the show (https://www.buymeacoffee.com/nz365guy)

If you want to get in touch with me, you can message me here on LinkedIn (https://www.linkedin.com/in/nz365guy).

Thanks for listening 🚀 – Mark Smith

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