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B2B Data Management: Marketers' Top Goals and Challenges

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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%).


B2B marketers say their top data management challenges are poor use/accessibility (54% cite it as an issue), poor data quality (44%), a lack of ROI measurability (40%), and poor database integration (37%).

Respondents say the most effective uses of marketing data are campaign targeting (62% cite), content personalization (51%), and sales attribution (43%).

About the research: The report was based on a survey of 183 B2B marketing professionals from 101 organizations.


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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

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