{"id":7852,"date":"2024-06-10T18:33:03","date_gmt":"2024-06-10T18:33:03","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/b2b-marketers-say-improving-data-quality-is-top-priority\/"},"modified":"2024-06-10T18:33:03","modified_gmt":"2024-06-10T18:33:03","slug":"b2b-marketers-say-improving-data-quality-is-top-priority","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/b2b-marketers-say-improving-data-quality-is-top-priority\/","title":{"rendered":"B2B marketers say improving data quality is top priority"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Improving data quality is the top priority of B2B marketers wanting to upgrade their go-to-market (GTM) strategies, according to a study from Ascend2 and Anteriad.<\/p>\n<p>Two-thirds (66%) of B2B and B2B2C marketers surveyed cited improving data quality among their top three priorities for improving their GTM strategy. The next-highest priority, at 61%, is integrating technology. Next up, with 51%, was testing\/implementing tactics, followed by the perennial pain point of aligning sales and marketing (50%), with enabling self-service rounding out the list at 35%. Not surprisingly, each of these was also seen as a top three challenge for marketers.<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" alt=\"AD 4nXd9AuI JV5PDEY42Pf1Gjy4Po3L5k5XFmnl9iGGiC2TDEB9DMd HRWR3gTJvLshkyannwB22f DXoOk5AMeoxh65dBVIPH GI3Wdnac9QoT4sUZuP1N SpkHLu0n1GfisgmqeqospVR4xozg8upu5UjUKe6?key=pXNT51lAWjIOtIoJHrBBMw\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXd9AuI_JV5PDEY42Pf1Gjy4Po3L5k5XFmnl9iGGiC2TDEB9DMd_hRWR3gTJvLshkyannwB22f-DXoOk5AMeoxh65dBVIPH-gI3Wdnac9QoT4sUZuP1N_spkHLu0n1GfisgmqeqospVR4xozg8upu5UjUKe6?key=pXNT51lAWjIOtIoJHrBBMw\"\/><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/docsz\/AD_4nXd9AuI_JV5PDEY42Pf1Gjy4Po3L5k5XFmnl9iGGiC2TDEB9DMd_hRWR3gTJvLshkyannwB22f-DXoOk5AMeoxh65dBVIPH-gI3Wdnac9QoT4sUZuP1N_spkHLu0n1GfisgmqeqospVR4xozg8upu5UjUKe6?key=pXNT51lAWjIOtIoJHrBBMw\" alt=\"AD 4nXd9AuI JV5PDEY42Pf1Gjy4Po3L5k5XFmnl9iGGiC2TDEB9DMd HRWR3gTJvLshkyannwB22f DXoOk5AMeoxh65dBVIPH GI3Wdnac9QoT4sUZuP1N SpkHLu0n1GfisgmqeqospVR4xozg8upu5UjUKe6?key=pXNT51lAWjIOtIoJHrBBMw\"\/><\/figure>\n<p><strong>In search of a bigger pie. <\/strong>Growing the audience continues to be a priority for B2B marketers, with 58% focusing on expanding their audience to new demographics and market segments this year. Another 35% want to maintain their current audience, while 5% will focus on narrowing their audience to more niche markets or specific industries.\u00a0<\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center has-black-color has-white-background-color has-text-color has-background\" style=\"grid-template-columns:44% auto\">\n<figure class=\"wp-block-media-text__media\"><a rel=\"nofollow\" href=\"https:\/\/www.surveymonkey.com\/r\/HN2NQGJ\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" data-lazy-sizes=\"(max-width: 549px) 100vw, 549px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" sizes=\"(max-width: 549px) 100vw, 549px\"\/><\/a><\/figure>\n<\/div>\n<p><strong>Reaching the audience. <\/strong>Nearly two-thirds (63%) of marketers report that reaching the right audience is a top challenge. About half said sourcing the right data and determining the right channel mix are top challenges.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/the-problem-with-b2b-marketing-misaligned-measurement-is-stifling-innovation\/\" target=\"_blank\">The problem with B2B marketing: Misaligned measurement is stifling innovation<\/a><\/em><\/strong><\/p>\n<p>For most, the channel mix means social advertising, search engine marketing, video marketing and account-based marketing. Content syndication and programmatic advertising are less frequently used, by B2B marketers \u2014 something they may want to reconsider. The report found marketers using both programmatic and content syndication are almost twice as likely to have had a significant revenue increase last year.<\/p>\n<hr\/>\n<hr\/>\n<p><strong>Methodology. <\/strong>Anteriad partnered with Ascend2 to survey 429 marketing decision-makers, senior management and above, in North America, Europe and APAC. These marketers represent B2B organizations with 250 or more employees targeting a variety of company sizes. The survey was done in February 2024. The full report can be found <a rel=\"nofollow\" href=\"https:\/\/anteriad.com\/ebooks\/2024-b2b-marketing-data-report\">here<\/a>. <em>(No registration required.)<\/em><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/b2b-marketers-say-improving-data-quality-is-top-priority\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Improving data quality is the top priority of B2B marketers wanting to upgrade their go-to-market (GTM) strategies, according to a study from Ascend2 and Anteriad. Two-thirds (66%) of B2B and B2B2C marketers surveyed cited improving data quality among their top three priorities for improving their GTM strategy. The next-highest priority, at 61%, is integrating technology. [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":7853,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7852","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>B2B marketers say improving data quality is top priority - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/b2b-marketers-say-improving-data-quality-is-top-priority\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B marketers say improving data quality is top priority\" \/>\n<meta property=\"og:description\" content=\"Improving data quality is the top priority of B2B marketers wanting to upgrade their go-to-market (GTM) strategies, according to a study from Ascend2 and Anteriad. 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