75% of B2B marketers are looking to up investments towards data quality in 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 27, 2020, 1:06 AM UTC

Aligning online and offline activities, and relevant meaningful personalisation would be positively impacted by investing in data quality, 7% marketers believe.

This article cites a Dun & Bradstreet report which found that 75% of B2B marketers plan to invest in data quality in 2020. Another 18% of respondents are “strongly” anticipating increasing investments into it.

90% of those polled believe that investing in data quality will enhance sales and marketing performance. The top three areas identified that investing into data quality will positively benefit are sales prospecting and closing, generating consumer insights with analytics and campaign execution.

Account-based management could be positively impacted as well, believe 7% of respondents. A separate survey revealed that 68% of B2B data customers believe that accurate customer data is more important during the pandemic.

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