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Study: B2B Marketers Aware Of Data-Driven Challenges, Yet Deprioritize Solutions

A new study from Data as a Service company Synthio and Ascend2, a research-based marketing firm, shows that B2B marketers are aware of critical issues within their data-driven marketing strategies, but are not prioritizing a solution. While more than half (51%) of respondents said that integrating data across platforms was a critical challenge, only 37% said that it was an important objective in their data-driven marketing strategy.

The study, which surveyed more than 100 B2B marketers, aimed to gain deeper insights into the challenges and effectiveness of data-driven marketing strategies. Similarly, 37% said enriching data quality and completeness was an important objective to them even though 46% said it was a critical challenge.

A clear majority of B2B marketers (88%) stated that the implementation of a data-driven marketing strategy is “complicated” to some extent, while about half (45%) said it is “extremely complicated.” The majority (93%) of respondents noted they outsource all or part of their resources to implement a data-driven marketing strategy.

Other findings from the report include:

  • Website (52%), email communication (49%) and social media (46%) are considered the top-three digital channels used for collecting marketing data;
  • 54% of respondents stated that the effectiveness of data collection channels has increased significantly; and
  • 64% noted that they are “very successful” at achieving important objectives with their data-driven marketing efforts.

"Being data-driven empowers marketers to make better and more educated marketing decisions," said Emily Wingrove, Director of Marketing at Synthio, in a statement. "When you couple that with having accurate, real-time contact data, it makes going to market more effective, as it removes the guesswork and ensures your audience sees your messaging."