2018数据库策略及获取采集调查报告（英文版）_11页_636kb

B2B Organizations Addressing Data Concerns for Audience-Centric Goals

Core Content Overview

This document outlines key findings from a 2017 survey of B2B marketing and sales professionals, focusing on database strategies, data collection challenges, and the role of third-party vendors in improving data quality and acquisition.

Main Findings

Database Strategy Improvements

• Over 51% of B2B organizations believe there is significant room for improvement in their database efforts.
• Only 13% of respondents reported having a "very solid data acquisition strategy."
• 30% of organizations are allocating more than 10% of their marketing budget to database management and customer acquisition.

Desired Data Insights

• 64% of marketers want to collect "timeframe for a buying decision" data to better understand where prospects are in the sales funnel.
• Other desired insights include:
  • 54% – Budget information
  • 34% – Company revenue
  • 33% – Industry vertical and/or company size

Challenges in Data Quality

• 83% of respondents identified "old and outdated data" as their biggest challenge.
• 71% cited lack of time or resources to implement an effective data process.
• 64% mentioned insufficient data on current customers.
• 36% pointed to siloed data across systems as a major issue.
• 46% are unsure how often they scrub their database for accuracy and quality.

Data Cleansing Practices

• 17% clean their data quarterly; 13% do it in real time; 9% monthly or weekly; and 8% daily.
• 77% of B2B companies handle data cleansing and quality assurance in-house.
• 33% use third-party data validation tools to improve data quality.

Third-Party Data Usage

• 50% use data append vendors; 48% use data enrichment vendors.
• 30% utilize social media data from third-party sources.
• 34% found data append vendors to be the most effective; 30% found data enrichment vendors most effective; 19% found social media data most effective.

Contact Acquisition Strategy

• 64% of respondents prioritize targeting specific audience segments.
• 51% aim to grow their database to add more new contacts.
• 44% want to collect buyer behavior for better engagement and messaging.
• 43% focus on reaching Total Addressable Markets (TAMs) in defined sectors.
• 26% seek to identify and target new verticals.

Key Recommendations

• Leverage existing data to inform contact acquisition strategies.
• Use third-party data vendors to automate data cleansing and enrichment.
• Focus on real-time or daily data updates to maintain data accuracy.
• Address siloed data and legacy system limitations to improve data flow and integration.

Conclusion

The survey highlights that B2B marketers are increasingly recognizing the strategic importance of data quality for segmentation, ABM, and overall campaign effectiveness. While many are still struggling with outdated data and inefficient processes, there are clear signs of progress, with more budget allocation and a growing awareness of the need for better data practices. Organizations that adopt automated, third-party data solutions are better positioned to achieve a streamlined, accurate, and actionable database.

Survey Details

• Sample Size: 150 B2B marketing and sales professionals
• Timeframe: October and November 2017
• Region: Predominantly North America (94%)
• Respondent Roles: 48% hold Director-, VP- or C-level positions
• Industries:
  • High-tech: 36%
  • Professional services: 15%
  • Manufacturing: 12%
  • Business services: 13%
• Company Size:
  • Less than $25 million: 48%
  • $25M–$50M: 14%
  • $50M–$100M: 6%
  • $100M–$500M: 11%
  • $500M–$1B: 3%
  • More than $1B: 18%