Data is collected through various paid, owned and earned media channels. Currently, B2B companies have started to emerge which is indeed a good news for marketers. Forward-looking media companies are investing to furnish superior quality prospects and performance data in order to generate new customers. They are as follows:

1. Data as the new media and marketing currency - Media companies uses data in association to their content and customer's marketing assets.
2. Behavioral prospect data and signal intent - It helps to figure out the best opportunities by encouraging prospects in a more targeted manner.
3. Company content consumption data for account-based marketing - It aims to target companies that B2B marketers finds ideal for their product.

Read more at: http://www.business2community.com/big-data/your-best-marketing-data-provider-may-be-right-underneath-your-nose-01264168