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Which data types do B2B marketers and salespeople use most in their go-to-market (GTM) efforts? What are the biggest data challenges facing firms?

To find out, Demandbase conducted a survey in 2022 of 224 high-level B2B sales and marketing leaders (C-level executives, VPs, and directors).

Some 40% of respondents say they define "go-to-market" as taking a new product to market, 32% define it as all customer-facing activities, and 15% define it as how they position their company in the market.

 

How B2B marketers define the term go-to-market survey results 

B2B marketing and sales leaders say the data types they're using most as part of their GTM efforts are account history (57% cite) and contact data (57% also cite).

 

Types of data marketers most often use in GTM strategy survey results

Respondents say they are using account data such as intent and technographics as part of their GTM strategy to prioritize accounts (59%) and as competitive intelligence (55%).

How marketers use data and intelligence to inform GTM strategy survey results

B2B marketing and sales leaders say their biggest data challenges are missing or incomplete information (59% cite) and data quality (56%).

Marketers' biggest data challenges when executing a GTM strategy survey results

About the research: The report was based on data from a survey in 2022 of 224 high-level B2B sales and marketing leaders (C-level executives, VPs, and directors).

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ABOUT THE AUTHOR

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