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:
Less than half of respondents say their organization is executing very or extremely well on gathering complete and accurate customer data, utilizing customer data to activate marketing and sales initiatives at scale, and sharing data insights across functions:
Respondents say the top data challenges preventing their organization from achieving its marketing and sales objectives are capably managing data and sharing insights, keeping up with the volume and velocity of data, taking actions quickly based on data, and developing insights from data that are actionable:
Respondents say the most important solution capabilities for improving data activation are reporting and analytics features, CRM integrations, and prospect research features:
About the 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.
Continue reading "How B2B Marketing and Sales Teams Are (and Aren't) Using Data" ... Read the full article
MarketingProfs provides thousands of marketing resources, 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.
Sign in with your preferred account, below.
You may like these other MarketingProfs resources related to Marketing Strategy.
B2B marketers know they have to treat leads as more than a name on a list, but that can be difficult when conducting ABM at scale. Here are four ways to use automation for ABM.
Forget about any data or trends before March 2020, argues speaker and author Mark Schaefer. The business world has fundamentally changed, and the winners are companies that can make a personal connection by showing up human.
An omnichannel ABM approach is now considered the most efficient B2B marketing strategy, resulting in higher win rates, shorter sales cycles, and bigger deals. Here's how to make it work for you.
Where do you start when crafting your organization's CX? It helps to know what errors other companies are making. This article outlines three of the most costly mistakes.
In the digital age, it's vital that marketing be highly adaptable. But focusing too much on reactive marketing can throw your plans out of control. Here's how to find the balance between the two.
Is there even a "normal" to go back in 2022? For B2B marketing, likely not, because digitization and changes in customer expectations are here to stay.