The seventh annual B2B Marketing report from Dun & Bradstreet a leading global provider of business decisioning data & analytics reveals the opportunities and challenges facing marketers and sales decision-makers, with over nine in ten (94%) of those surveyed highlighting investment in data quality as important to sales and marketing performance.
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Despite the almost unanimous focus on data quality, respondents from sales and marketing teams across the UK and US say they are failing to connect good quality data with advanced martech tools. Fewer than one in ten of those surveyed invest in personalised marketing, Account-Based Marketing (ABM) or aligning online and offline activities as their first choice.
There is a clear disconnect between what marketers want to do, and what they are able to realistically achieve. Other key findings show that:
- 100% of those surveyed who increased their investment in data quality reported performance gains
- When ranking the most significant barriers to investing in data quality, cost (37%), better ROI with other initiatives (27%) and a lack of understanding (27%) topped the list
The need for alignment between internal and external data remains to be an issue for marketers, especially with an increased amount of online information available. Commenting on the findings, Adam Leslie, European Sales & Marketing Solutions Leader at Dun & Bradstreet says,
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“Our survey revealed that although advances have been made and data being used to support basic marketing strategies, many organisations are yet to fully utilise their data as a competitive asset, leaving an untapped opportunity for marketers and sales teams to create a strong data foundation to fuel advanced applications. Teams that are able to prioritise data quality will be better able to align their efforts and improve performance. This focus on data quality will enable businesses to harness and benefit from the full power of their martech stack with more unity and return on investment.”