2021 Database Strategies & Contact Acquisition Survey Report: Marketers Look To Fine-Tune Database Initiatives With Deeper Insights, Third-Party Partnerships

This year’s Database Strategies & Contact Acquisition Benchmark Survey Report showed B2B teams are making their databases a top priority, with an emphasis on refining and enhancing current approaches. According to the 2021 survey, 28% of marketers have a database acquisition strategy with significant room for improvement, down from nearly 50% last year.

This report highlights the current state of B2B contact acquisition and database strategies, and how best-in-class organizations are using deeper data insights to fuel account-based marketing campaigns that meet modern buyer expectations. Additional topics covered include:

  • How data acquisition channels differ year over year;
  • The value of more granular insights, such as buyer intent signals and the timeframe for making a purchase decision;
  • Top challenges in maintaining an up-to-date contact database;
  • The growing role of third-party providers for data enrichment and management; and
  • Budget allocations for database initiatives in 2021.

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