The company said the tools means users can now compare and combine existing customer data with market data from Avention’s OneSource Global Content Live, to identify market gaps, run comparison of target segment attributes and determine new opportunities.

Lauren Bakewell, senior vice-president of product for Avention, said: “In a world where gaining new customers has become more complex and competitive, and customers engage with vendors later in their buying processes, marketing and sales teams need to align their data more than ever. This tool helps marketers understand their current customer bases in detail and identify the most relevant target companies and segments.”