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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.

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