2022 Database Strategies & Contact Acquisition Benchmark Survey Report: Personalization, Third-Party Partnerships Top Priorities As Marketers Move Toward More Mature Database Strategies

A marketing campaign is only as good as the database behind it. As B2B teams face increasing pressure to identify high-value accounts and deliver personalized messaging at every stage of the buyer’s journey, the quality of their database is becoming increasingly important.

The 2022 Database Strategies & Contact Acquisition Benchmark Survey revealed that many marketers have realized that their database strategies can no longer be pushed to the backburner and are doubling down on improving them in the new year. In fact, nearly half of respondents (45%) said they plan to implement a formal data acquisition strategy within the next 12 next months or beyond.

This report will offer a deep dive into the current state of B2B contact acquisition and database strategies, including how the push for personalized content and ABM is driving the need for more advanced database strategies. Other topics of discussion include:

  • How marketers are diversifying their data acquisition tactics;
  • Top reasons for investing in better data enrichment practices;
  • How third-party data vendors can streamline data maintenance and enrichment; and
  • Budget allocations for database strategies in 2022.

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