Around 95% of B2B marketers believe that demand generation improves significantly when a data-driven strategy is used.
A recent study by Act-On and Ascend2 found B2B marketers believe lead quality and better customer experiences are the most significant benefits of a data-driven demand generation strategy. 49% of B2B marketers said executing an effective data-driven demand generation strategy has improved lead quality. While 39% said it had enhanced campaign ROI, 35% reported more leads.
44% of marketers strongly agreed that demand generation has significantly improved when a data-driven strategy is used. It was strongly disagreed by only 1% of respondents. However, the data-driven strategy also comes with its own specific challenges.
The most challenging aspects of using data to drive demand are measuring results, making data actionable and identifying target audiences/accounts. Additionally, more than half of respondents also said the quality of their data allows them to make effective decisions on where to spend marketing and sales resources.
[2 minute read]