Mature Firms reap the benefits of data activation.
Today’s B2B buyers expect fast, consistent, and personalized experiences. At the same time, their buying journey is nonlinear and inclusive of many different stakeholders along the way. To manage the complexity of serving the modern B2B buyer, marketers and sellers must turn their data assets into actionable recommendations. While there is no shortage of data or attention to this matter, marketing and sales decisions are still just as likely to be made on gut feeling as on data and analysis.
In December 2017, Dun and Bradstreet commissioned Forrester Consulting to evaluate data activation among B2B sales and marketing teams. To explore this topic, Forrester conducted an online survey of 500respondents with responsibility for or influence over their customer and prospect data strategy or management. We found that while all firms face significant challenges in converting their data into actionable insight, apportion of respondents who are using more mature data practices are seeing significant impact across marketing, sales, and customer goals.
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