The Role of Data in B2B Go-To-Market Strategies

Demandbase conducted a survey of 224 high-level B2B sales and marketing leaders in 2022 to find out which data types are most used in their go-to-market (GTM) efforts and what the biggest data challenges are. 40% of respondents defined GTM as taking a new product to market, 32% defined it as all customer-facing activities, and 15% defined it as how they position their company in the market.

Account history and contact data were the data types most used in GTM efforts. 59% of respondents used account data such as intent and technographics to prioritize accounts, and 55% used it for competitive intelligence. The biggest data challenges reported were missing or incomplete information (59%) and data quality (56%).

The survey was conducted in 2022 of 224 high-level B2B sales and marketing leaders. The results showed the importance of using data to inform and optimize GTM strategies.