Second-party data is information that an organisation obtains directly from a trusted partner, typically through a formal data-sharing agreement. It is essentially another company’s first-party data (collected with consent and shared transparently).
In B2B marketing, second-party data is often used to enrich audience insight, strengthen targeting, and improve lead qualification. This creates a clearer view of in-market behaviour and helps teams identify accounts or segments that are actively exploring certain topics or solutions.