Email Tops In B2B Data Collection: Study

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:

  • Website/ecommerce — 52%
  • Email communication — 49%
  • Social media — 46%
  • Mobile apps — 37%
  • Organic search — 32%
  • Paid search — 27%
  • Display ads/remarketing — 25%

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The most important objectives are

  • Basing more decisions on data analysis — 49%
  • Acquiring more new customers — 42%
  • Enriching data quality and completeness — 37%
  • Integrating data across platforms — 37%
  • Attributing sale revenue to marketing — 37%
  • Aligning marketing and sales teams — 34%
  • Segmenting target markets — 34%

The challenges are almost the same:

  • Integrating data across platforms — 51%
  • Enriching data quality and completeness — 46%
  • Acquiring new customers — 37%
  • Aligning marketing an sales teams — 36%
  • Basing more decisions on data analysis — 36%
  • Segmenting targeting markets — 32%
  • Attributing sales revenue to marketing — 30%

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.

 

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