Report: A Disconnect Remains Between Martech Utilization and Data

Marketing technology (martech) and data have long been intertwined, but new research suggests that B2B marketers are still facing numerous challenges when it comes to leveraging both of these assets.

Dun and Bradstreet recently conducted its “8th Annual B2B Sales & Marketing Data Report,” and statistics indicated that 23% of B2B marketers believe that the cost of new martech is preventing their company from aligning their revenue teams around data. On average, respondents stated that they use about seven martech tools per week. Most have 10 tools in their sales and marketing tech stack. However, only 39% reported having data completeness.

Over the past 12 months, the majority of respondents (53.2%) said that their company has seen an increase in their volume of data. About 45.2% of B2B marketers stated that their company’s data attributes are distributed across multiple tech platforms.

The Advantages of Leveraging Marketing Data

Although B2B marketers generally appear to be challenged by the abundance of data at their fingertips, previous research indicates that high-performers are gaining an edge by learning how to leverage it.

MRP published the “State of ABM Maturity” report, and data suggested that 43% of high performers — those who choose a more mature approach for each element of their marketing program 100% of the time — are 2.5 times more likely to leverage advanced data sources.

Furthermore, 62% of high performers said they typically organize account-based data from contact-based systems. This allows them to utilize data for deeper insights and more accurate reporting.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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