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.

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).

 

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%).

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

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).