MarketingProfs B2B Forum is going virtual... with a twist. Don’t miss it.

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.

Sign up for free to read the full article.

Oh, boy. The dreaded sign up form.

Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.


image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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