Quality data is important for effective activation strategies, and new research from Dun & Bradstreet, provider of commercial data, analytics and insights for businesses, shows that B2B orgs are investing in high-quality data.
The 7th Annual B2B Sales and Marketing Report showed 73% of respondents have increased investment in the quality of their data and placing more emphasis on producing and procuring higher quality data to improve their marketing and sales performance and implement more effective marketing strategies.
Additionally, the report found that a majority of the 500 participants are not implementing effective strategies with obtain that quality data, falling short of their business goals or using unreliable information.
“The results of the 2020 B2B Marketing Data Report illustrate that data quality is a key driver of sales & marketing performance,” said Michael Bird, President of Sales & Marketing Solutions, in a statement to Demand Gen Report. “Focusing on data quality also helps sales and marketing teams take full advantage of their technology investments by reducing the time spent on data prep and focusing it instead on high-value activation and analysis.”