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.
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).
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.
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.
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.
