Modern marketing and sales teams are feeling the pressure to deliver seamless, authentic messaging to buyers at every point of their customer journey. As buyer expectations to receive this type of relevant engagement continues to heighten, effective database management strategies are more important than ever. This year’s Database Strategies and amp; Contact Acquisition Benchmark Survey,
conducted by Demand Gen Report in November through December 2019, revealed that while most marketers have a formal data acquisition strategy in place, they know there are plenty of opportunities for improvement. Specifically: • 47% said they have a strategy in place, but there is room for significant improvement;
- 30% said they have a strategy, but there is room for minor improvement;
- 13% don’t have a formal data acquisition strategy in place; and
- Only 9% have a solid strategy in place and fine-tune it as needed.
The survey showed minimal movement in terms of where marketers stand with their data acquisition strategies when compared to last year’s results. However, respondents’ goal to use data to identify key stakeholders within target accounts increased significantly from 68% in 2018 to 75% in 2019, underscoring the need to get more granular with their messaging to focus more on specific buyers within the committee to accelerate deals and reinforce buyer relationships. In addition, B2B organizations are looking to better target specific segments and collect detailed buyer behavior to fuel campaigns.