The Biggest Obstacles to Succeeding With Data-Driven B2B Marketing

According to recent research from Dun & Bradstreet, senior B2B marketing and sales professionals cite inaccurate customer data as the biggest impediment to succeeding with data-driven marketing. Survey respondents also noted the cost of third-party data and lack of analytic capabilities as obstacles.

When it comes to go-to-market activities, 54% of respondents said that generating customer insights is impeded by poor data quality, while 47% cited creating personalized content/messaging.

Only 29% of respondents were completely confident in the overall state of data quality across their organization, while 66% reported being completely or fairly confident that their company's target audience data is current and free of significant gaps.