Four out of five B2B marketers will focus on data analysis in 2020 From DNB

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The following is the Four out of five B2B marketers will focus on data analysis in 2020 From DNB recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.

According to DNB, four out of five B2B Marketers (83%) said they would focus more on data analysis in 2020. In line with this, measurement and analysis technology has become their primary investment focus to achieve data-driven marketing and advertising goals.

Of the more than 250 B2B marketers surveyed, 69% made measurement and analysis an investment priority, the only technology with a majority of consensus. Nevertheless, respondents also invested in marketing automation platforms (45%), data management platforms (39%), customer data platforms (34%) and content management platforms (34%) to help achieve data-driven marketing goals.

The vast majority of respondents (92%) are currently using the marketing activity measurement and analysis tools already in the marketing mix, but a smaller number (37%) are using the advanced features of these technologies.

Nearly 9 / 10 of the respondents (88%) also use customer relationship management (CRM) technology, of which 33% use advanced functions and 52% use basic functions. Although the proportion of respondents using CRM has increased from last year (84%), fewer respondents seem to use the technology’s more advanced features.

Only 57% of the B2B marketers and organizations surveyed use the marketing automation platform. A quarter of the respondents (25%) plan to use the platform in the next 12 months, and 18% of the respondents have no plan to use the platform.

The biggest challenge is focused on customer data. Respondents believe that isolated or inaccessible customer data (27%), incomplete customer data (27%) and accuracy of customer data (21%) are the biggest obstacles to their success in data-driven marketing.

Cross channel customer experience is critical. Most (87%) of the respondents agreed that B2B enterprises need to pay attention to the customer experience as their B2C counterparts, with 46% strongly agreeing.

Most importantly, almost all (94%) of respondents thought it important for their companies to provide a consistent experience across a variety of digital and offline channels, and three-quarters of B2B Marketers (74%) thought that their companies’ capabilities were at least comparable to those of their competitors.

For B2B marketers, one of the biggest barriers to better customer experience across channels (33%) is the inability to make full use of data and the data tools currently available. In addition, the lack of cohesive marketing data strategy (25%) and available data sources (21%) also makes it difficult for enterprises to provide a consistent cross channel experience.

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