Almost two-thirds (65%) of marketing teams don’t have a marketing automation platform (MAP), according to recent findings in a study conducted by Openprise — a data automation solution provider.
The inaugural MarTech Data Report is based on responses from more than 400 sales and marketing professionals in the U.S., a majority of whom work in a B2B environment (66%).
Data hygiene is still labeled a primary concern for those leveraging marketing automation; half (50%) of those who have a MAP rank data hygiene as their top data challenge. When asked, respondents noted that the top three contributors to poor data hygiene were data inaccuracy, incompleteness and decay.
Other findings from the study include:
- 63% of respondents say they have not adopted advanced marketing concepts such as account-based marketing, personalization and predictive capabilities;
- 45% noted that they use both a profile-based and an activity-based approach to lead scoring; and
- Companies plan to hire more in data management (36%) and analytics (30%).
“To compete in today’s data-driven economy, companies must maximize data quality and management,” said Ed King, CEO of Openprise. “This is further evidenced by our 2016 MarTech Data Report, which clearly identifies data quality and management as a key focus for sales and marketing professionals. As a business runs on data, organizations are starting to recognize data quality and management as the unsung heroes of demand generation.”
Click here to download the full report.
