In this episode of the NextGen Case Study series, we welcome Brian Perks, founder and Chief Strategy Officer of Five By Five. Brian shares his expertise in creating an industry-agnostic approach to data solutions, redefining how companies access and utilize data to enhance their marketing, sales, and decision-making strategies. He explains how Five By Five operates as a membership-based data cooperative, which moves away from traditional brokerage models by offering utility-style data assets without the constraints of revenue shares or royalties. Through this model, members pay a fractional cost to ingest, transform, and redistribute data, which leads to cost-effective and verified data access.

Brian delves into the issues that have long plagued traditional data brokerage and highlights how Five By Five is bringing real innovation by focusing on validating data consumption rather than simply selling data in bulk. He explains the shift away from typical B2B data sales towards a model that enables platforms and publishers to have direct access to accurate, actionable data. The conversation explores the technical challenges and privacy concerns surrounding data ecosystems and how businesses can adopt new standards to thrive.

As Brian elaborates, he introduces a new publishing alliance within Five By Five that seeks to empower publishers with first-party audience enrichment and data monetization capabilities. He also addresses the challenges of data transparency and consumer privacy in the face of growing regulation. Brian’s mission is clear: to eliminate inefficiencies in data management and redefine its value as a strategic utility.

The episode also covers strategies to build genuine relationships through thoughtful marketing outreach and leveraging AI responsibly. Brian discusses his vision of using data-driven insights to personalize engagements in sales, marketing, and ABM. His insights are practical and show how businesses can align their efforts with market demands, ensuring both ethical data use and operational efficiency.

Brian also shares actionable advice for entrepreneurs and business leaders, encouraging them to explore innovative approaches to data-driven strategies and maximize the potential of their projects.

For those interested in learning more or connecting with Brian, he invites listeners to reach out via LinkedIn www.linkedin.com/in/briangperks/. To explore more about NextGen’s marketing services, visit nextgengrowth.com.