marketers are under more pressure to demonstrate ROI.
B2B marketers report that budgets are increasing but the pressure to prove ROI has not. Some 41% feel more pressure, while 27% describe it as overwhelming. 14% even say they want to pull out their hair. According to a recent report by B2B marketing solutions provider Anteriad, 41% of respondents feel more pressure. 27% say it’s overwhelming and 14% want to pull their hair out.
What is the quality of your data and how clean, organized and usable?
According to 2023 B2B marketing data impact, only 16% of respondents saw an increase in their marketing budget this year and 19% reported a budget cut. Not surprisingly
Why we care. The recession is still around the corner. We are in “challenging times” and the marketing department is being asked to make the most of what they have.
It’s important to remember that automation is only as good at the data you use. Companies use on average 18 different data sources to pursue quality. This seems to be paying off. According to Anteriad, only 13% of marketers are not confident about their data.
Very good intention (data). Nearly 97% (97%!) Nearly all (97%!) Intent data leads are said to increase the conversion of Marketing Qualified Leads (MQL) into Sales Accepted Leads (SAL) by 86 percent. In addition, the use of intent data is linked to revenue growth. People who saw a significant increase in revenue last year were more likely to use intention data.
Used by permission
It’s not surprising that 62% of respondents chose accuracy as the top three factors to consider when selecting a data provider. Then came:
- Get 50% off on all Results
- Privacy and compliance with 30% of data
- Reaching 26%
- Recieve 25% of data
- Ability to identify B2B profiles using B2C data/identities: 22%
- 18% of location-based data
- Topics covered by 14% of the total topics
Four-four percent of respondents cited data quality and completeness as the two most important factors associated with third-party and second-party data. Finding trusted sources was cited by 44% of respondents. Then, limited budgets and integrating data were both cited by 28%. Finally, data security and compliance (27%) and data quality and completeness (27%) followed.
This report is based on an survey of 328 B2B marketing executives and senior managers from businesses with at least 25 employees in the U.S.
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