B2B marketers say the most important goal of their data management strategy is to improve ROI measurability, according to recent research from Openprise and Ascend2.

The report was based on a survey of 183 B2B marketing professionals from 101 organizations. Respondents were polled on their goals and challenges with marketing data management (the analysis, cleansing, enhancement, and unification of information).

Some 72% of B2B marketers say improving ROI measurability is a top goal of their marketing data management strategy.

Other important objectives are improving data quality (65% cite it as a goal), increasing data use/accessibility (63%), and improving database integration (29%).

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji