Marketing's ability to be effective and efficient is directly related to how much a company knows about its customers and total audience. Having the right total audience metrics — insights that go a step beyond the traditional total addressable market assessment — is necessary for key marketing tasks, such as persona modeling, potential customer identification, buyer journey creation, account-based marketing program planning, demand planning and customer-centric personalization.
Research shows that to promote business growth, B2B marketers must prioritize initiatives, which gather total audience metrics, to gain deeper insights on their audience coverage. This ultimately positions B2B companies to better plan demand generation campaigns and drive results.
The following report breaks down results from the 2018 Audience & Demand Planning Benchmark Survey to examine:
The contrast between prioritizing the total target audience and a lack of confidence in how fresh and accurate their account and contact data are;
Business initiatives that drive priorities and solution investments;
Expected investment payoffs;
The current state of demand planning; and
What drives demand planning and what parts of the business will benefit.