Insights From the D&B Annual B2B Sales and Marketing Data Report
During these unprecedented times we now find ourselves in, we’re all striving to keep up with “business as usual” while navigating through uncharted waters. We just published our 7th Annual B2B Sales and Marketing Data Report. This report shares some good news (which we could all undoubtedly use) and areas of opportunity that apply in any business climate, especially one in which we, in sales and marketing, need to pull out all the stops.
Here’s the good news: When we surveyed 500 B2B sales and marketing decision-makers in the US, UK, and Canada, we found that the overwhelming majority of B2B organizations of all sizes have widely acknowledged that data quality is important. And 73% of respondents reported that they’ve increased their investment in data quality. That’s great news – we’ve been preaching investment in data quality for a very long time, but seven years of studies show this wasn’t always the case.
It’s like spending money on a sports car but never driving more than 30 mph (or 48 kph): What’s the point?
Here’s the reality: Companies that aren’t making relevant, quality data the solid foundation on which to build advanced activation approaches are leaving money on the table. You’ll see results only when you create a solid quality data foundation and understand how to leverage it to support sophisticated sales and marketing strategies.