/ Researches / Mind the Data Gap: 2019 Data-driven Marketing & Advertising Outlook | Adweek, Dun & Bradstreet
Mind the Data Gap: 2019 Data-driven Marketing & Advertising Outlook | Adweek, Dun & Bradstreet
B2B Digital Marketing|Global
B2B marketers have become as reliant on data as their consumer counterparts, but as they move to more advanced tactics like account-based marketing (ABM), they are becoming stymied by unclear strategies. In so doing, this gap needs to be bridged to ensure data-driven success.
The 2019 B2B Marketing Outlook report, launched by Dun & Bradstreet and Adweek, examines how B2B brand marketers and their agencies are approaching data-driven marketing and advertising. The study also reviews how data can speed up B2B’s longer buying cycle and provide insights into its more complicated customer journey.
The Top-Line Findings of the 2019 B2B Marketing Outlook Report:
B2B companies use tools like CRM to manage their customer data but are less sophisticated in their use of the technologies and platforms that unlock that data’s value (e.g. a data management platform (DMP) or customer data platform (CDP).
ABM is a critical way for B2B marketers to use data to gain an edge in understanding the complex customer journey, with 37% are currently doing ABM and another 22% say it is in their 2019 plans.
63% of B2B marketers said they are buying or selling advertising programmatically. That percentage is the same as last year and essentially flat from 2017. And 61% plan to increase their programmatic spending.
A Figure Shows the Biggest Obstacles to Succeeding With Data-driven Marketing for B2B Companies in 2019
What’s in the “Mind the B2B Data Gap: 2019 Outlook” Report:
Summary of Findings
Data Today’s Major Marketing Challenge
Mind the B2B Data Gap
ABM Starts to Take Hold
Progr Ammatic Holds Steady
Number of Pages:
Data in this report is based on a survey of 237 B2B marketing leaders who have a job title of manager or above. The study conducted by Adweek Branded on behalf of Dun & Bradstreet in September 2018.
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