Report: B2B Marketers Still Lack Confidence in Their Data and Analytics

As B2B marketers look for new ways to reach out to their target audience, they are turning to data and analytics more frequently. However, not all marketers are confident in the data they are using to achieve their initiatives.

Dun and Bradstreet recently published its “6th Annual B2B Marketing Data Report” and found that 89 percent of B2B marketers believe data quality drives the right B2B sales and marketing campaigns. In addition, 88 percent believe that data is critical for account-based marketing. However, 50 percent of respondents are not confident in the quality of their data.

About 89 percent of B2B marketers now claim that data quality is increasingly important to the sales and marketing organization, with 63 percent claiming it is “extremely important.” This is compared to just 80 percent who said it was increasingly important 12 months ago.

Marketers Continue to Lack Confidence in their Purchased Data

Although utilizing accurate data remains a top priority for B2B marketers, previous research suggests that they are not entirely confident in the data they purchase for their marketing initiatives.

Lotame published “The State of Audience Data Research Report” and found that just 20 percent of marketers are “very confident” in the data accuracy of their purchased data. About 68 percent are only “somewhat confident.”

“As audience data’s importance continues to grow, sophisticated marketers are becoming more interested in the quality of data to ensure they are making the right business decisions while reducing wasted ad spend,” said Jason Downie, Chief Strategy Officer at Lotame.