Despite hype to the contrary, B2B brands are not using first-party data to drive email, personalization and other marketing chores, judging by “Revtech Rises to Meet the Moment,” a study conducted this autumn by Dun & Bradstreet, working with Censuswide Research.
This problem will worsen as third-party data sources are increasingly cut off, even in B2B. Half of the respondents are still using third-party data.
At present, B2B brands deploy first-party data for these purposes:
What are the main obstacles to use of first-party data?
It apparently it is no small chore to integrate first-party data throughout an organization. The respondents report that:
The answer, the study suggests, is in Revtech, a technology that will “allow revenue teams to integrate data and insights, build audiences, activate campaigns, personalize engaging experiences, and measure results.”
Meanwhile, B2B brands use these data attributes to drive a personalized experience:
Remote workplaces are an obstacle to identifying in-market buyers for 76%. But that’s no excuse, as some companies are simply “not using the data attributes that are necessary to drive effective personalization,” the study notes.
Meanwhile, 64% of market leaders — those on top of their game — have complete confidence in their ability to deliver a personalized experience across all digital channels, including email, websites, social, chatbots, video, SEO, PPC and other channels.
Sadly, only small percentages of the remainder are confident in these areas:
Censuswide Research surveyed 605 marketing decision-makers between September 9 and October 1. Dun & Bradstreet was not identified in the survey.