Email is a prime tool for collecting B2B data, second only to websites. And it’s part of an increasingly potent channel mix, according to B2B Data-Driven Marketing Strategy, a study released last week by Synthio and Ascend2.
Among practitioners at 114 companies, 54% agree that they are significantly increasing their effectiveness in collecting data via channels. Another 45% say they are marginally improving.
Overall, 93% say data-driven marketing is effective. And 73% strongly agree that having a good data-driven marketing strategy is crucial to achieving success.
In addition, 64% rate their data driven marketing as very successful in helping them meet their objectives. Another 29% say it is somewhat effective.
Email tops most other channels when it comes to data collection. The respondents rate these avenues as effective:
The most important objectives are
The challenges are almost the same:
Of those polled, 54% use a combination of outsourced and in-house resources to implement a data-driven marketing strategy. Another 39% outsource it, and 7% use in-house teams only.
At the same time, 45% agree that implementing a data-driven strategy is extremely complicated. And 43% say it is somewhat complicated.