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2020 Database Strategies & Contact Acquisition Survey Report

New Research Shows Companies Unlocking Buyer Intelligence To Identify Key Stakeholders & Deliver Relevant, Targeted Messages

This year’s Database Strategies & Contact Acquisition Benchmark Survey, conducted by Demand Gen Report in November through December 2019, revealed that while most marketers have a formal data acquisition strategy in place, they know there are plenty of opportunities for improvement.

The 2019 survey showed minimal movement in terms of where marketers stand with their data acquisition strategies when compared to last year’s results. However, respondents’ goal to use data to identify key stakeholders within target accounts increased significantly from 68% in 2018 to 75% in 2019, underscoring the need to get more granular with their messaging to focus more on specific buyers within the committee to accelerate deals and reinforce buyer relationships. In addition, B2B organizations are looking to better target specific segments and collect detailed buyer behavior to fuel campaigns.

This report highlights the current state of B2B database and contact acquisition strategies and organizations’ goals to leverage data to fuel their go-to-marketing strategies in 2020 and beyond. Insights detailed within this report include:

  • The tools marketers are using to gain deeper intelligence on current and prospective customers for better targeting and messaging;
  • New tactics to acquire data to reach goals;
  • Key database goals for education and resource prioritization;
  • Where budgets and resources are being allocated;
  • Top challenges for maintaining data quality; and
  • Marketer’s desires for intent data, timeframe for buying decisions insights.

Complete the form below to download:


  • Published in Reports

2018 ABM Benchmark Survey Report

Account-based marketing continues to generate buzz, but B2B organizations are quickly looking to move beyond the initial hype around the category and are pressing to show ROI from their targeted programs.

Demand Gen Report's third annual ABM Benchmark Survey revealed most organizations are still in the early stages of ABM — they are starting to see some early growing pains and challenges on executing programs and clearly tracking and demonstrating the impact of their investments.

This report dives deep into the survey findings, including:

  • Top challenges for ABM practitioners, including proving ROI/attribution (40%);
  • A growing emphasis on traditional demand generation, with 45% of respondents noting they prioritize it over ABM efforts;
  • Key technologies companies are planning to use to support their ABM strategy, including video personalization tools (36%) and predictive analytics tools (35%);
  • More investments in targeted content/messaging, such as content tailored to specific industries (64%) and a spike in interest in video content (71%); and
  • How organizations are measuring their ABM efforts, with 61% highlighting contribution to pipeline revenue as a top focus.

Download the full report to access all the survey findings.

Complete the form below to download:


  • Published in Reports

2017 B2B Buyer's Survey: Risk-Averse Buyers Adding Stakeholders & Peer Checkpoints

The stakes are increasingly high for decision makers involved in business-to-business purchases of solutions and services. As the long-term implications of investments, implementations and integrations are evaluated and scrutinized, organizations are increasingly extending the number of stakeholders involved, taking more time to assess risks/rewards and utilizing access to peer insights before moving forward with a purchase.

According to the preliminary findings of Demand Gen Report’s 7th Annual B2B Buyer Survey, respondents cited risk aversion, the critical element of timing, and increasing reliance on peer reviews as crucial influences in the buying journey.

Survey: B2B Sales Reps Lack Tools, Training To Conduct Virtual Presentations


According to a recent survey, B2B sales and marketing professionals rely heavily on virtual conversations with prospects and customers, yet few of them have the training or tools necessary to make the most of these interactions.

The survey, conducted by sales and marketing messaging company Corporate Visions, polled more than 600 salespeople and marketers about their business practices in virtual environments – including phone, email and web-based formats. Nearly two-thirds of the respondents said they usually conduct virtual sales calls to group audiences, and 42% of those surveyed said their audiences typically include high-level executives.

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