B2B Marketers Still Lack Confidence in Their Data and Analytics

As B2B marketers look for new ways to reach out to their target audience, they are turning to data and analytics more frequently. However, not all marketers are confident in the data they are using to achieve their initiatives. Dun and Bradstreet recently published its “6th Annual B2B Marketing Data Report” and found that 89 percent of B2B marketers believe data quality drives the right B2B sales and marketing campaigns. In addition, 88 percent believe that data is critical for account-based marketing. However, 50 percent of respondents are not confident in the quality of their data.