B2B marketers cite improved lead quality and customer experiences as the biggest benefits of a data-driven demand generation strategy. According to recent research from Act-On and Ascend2, 95% of B2B marketers believe that demand generation is significantly improved when a data-driven strategy is used. The most important benefits are improved lead quality (49%), improved customer experiences (39%), increased campaign ROI (36%), and more leads (35%).
The most challenging aspects of using data to drive demand are measuring results (41%), making data actionable (39%), identifying target audiences/accounts (33%), and aligning the priorities of Marketing and Sales (33%). Most (54%) B2B marketers somewhat agree that the quality of their data allows them to make effective decisions on where to spend marketing and/or sales resources.
The research was conducted between January 17, 2022, and January 25, 2022, among 115 B2B marketing professionals. It found that the biggest benefits of a data-driven demand generation strategy are better lead quality and better customer experiences.
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The Top Benefits of a Data-Driven B2B Demand Gen Strategy
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