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Only about half of B2B marketing decisions are made using data, according to recent research from Dun & Bradstreet and Forrester Research.

The report was based on data from a survey of 500 professionals with responsibility for, or influence over, data strategy and/or management at B2B organizations with 500 or more employees.

Respondents estimate that 52% of their organizations' marketing decisions are based on quantitative information and analysis rather than on intuition or personal/company experience:

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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