Senior B2B marketing and sales professionals say inaccurate customer data is the biggest impediment to succeeding with data-driven marketing, according to recent research from Dun & Bradstreet.

The report was based on data from a survey conducted in August and September 2022, among 600 sales and marketing decision-makers who work for B2B or B2B-B2C hybrid firms with 100 or more employees.

Some 34% of respondents cite accuracy of customer data as an obstacle to succeeding with data-driven marketing, and 30% cite the cost of third party data and lack of analytic capabilities as obstacles.

Obstacles to succeeding with data-driven marketing survey results

Respondents say the top go-to-market activities impeded by poor data quality are generating customer insights (54% cite) and creating personalized content/messaging (47% cite).

Go-to-market activities impeded by poor data quality survey results

Some 29% of respondents say they are completely confident in the overall state of data quality across their sales and marketing organization, 38% say they are fairly confident, 25% say they are somewhat confident, 9% say they are slightly confident, and 2% say they are not confident at all.

Confidence in data quality across the organization survey results

Some 68% of respondents are completely or fairly confident that their company's data on target audiences is current and 66% are completely or fairly confident that their company's data on target audiences doesn't have significant gaps.

Confidence in data quality applying to gaps and timeliness

About the research: The report was based on data from a survey conducted in August and September, 2022, among 600 sales and marketing decision makers who work for B2B or B2B-B2C hybrid firms with 100 or more employees.

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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