Skeptics are probably not quick to link the words "small business" and "data." But they are wrong, judging by “Using Data To Drive Demand,” a new study from RollWorks, in partnership with Ascend2.
Small B2B brands are using data, although they face challenges that mirror those of larger corporations:
Of the SMB owners polled, 75% say they are somewhat successful at using data to drive B2B demand-generation goals, and 17% that they are very much so (best-in-class.
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But only 32% agree that demand generation is significantly improved when a data-driven strategy is used, versus 61% who moderately go along with that, and 7% who disagree.
Data fuels email marketing for SMBs, but not as much as it does in maintaining the customer experience. Here are the activities that are affected by data-driven marketing:
Tactics aside, small B2B brands are utilizing these component as part of their demand generation strategies:
What are the most important benefits of a data-driven strategy?
How good are their data? For 31%, the answer is very effective, and for 56% somewhat so. Another 5% answer with a flat no, and 8% are unsure.
But only 26% say yes when asked if they have enough data to make effective decisions on where to spend marketing dollars. And 58% agree somewhat they have it. Also, 10% say no and 6% are uncertain.
Ascend surveyed 290 SMB marketers. Of these, 63% were at the owner/partner/C-level, 28% were VPs, directors or managers and 9% were non-management professionals.