Slightly more than two-thirds of B2B marketers are using data to analyze customers, finds Bizo in a recent report [download page], and a slim majority also use data to identify prospects, segment, and measure marketing performance. While few are very confident in their use of data-driven marketing, a plurality feel that they’re on the path. Even so, they remain generally dissatisfied with their data-driven marketing in several areas.
For example, fewer than one-quarter are very or somewhat satisfied (“generally satisfied”) with the data they’ve gleaned from mobile marketing, compared to slightly more than half who are somewhat dissatisfied or not satisfied (“generally dissatisfied”). General feelings of dissatisfaction with the performance of data-driven tactics also trump satisfaction levels in other areas including predictive analytics tools (47.8% and 25.2%, respectively), online display advertising (49.1% and 35.3%, respectively) and social media marketing (59.7% and 35.1%, respectively). In fact, the only tactic in which more marketers are satisfied than dissatisfied is email marketing, with 53% satisfied with the data they glean from their email database as opposed to 43% dissatisfied.
The report notes, however, that software marketers and marketers at companies with at least 500 employees tend to be more satisfied with the data performance of those various tactics, a result that aligns with separate findings that these groups tend to be more data-driven overall.
What are the most common hurdles to better data-driven marketing? Respondents were most likely to point to building reports that surface actionable insights (52%), with fewer citing limited team capacity to prioritize (41%), limited budget to install necessary technology (36%) and a lack of team members with the right skills to leverage the data (34%).
The talent shortage may become less of a concern over time, as 3 in 10 respondents said they plan to hire more data-oriented employees in the marketing department.
- The most widely-used marketing technologies by respondents are CRM software (67.7%) and analytics tools (61%).
- Fewer than one-quarter of respondents agreed that they measure all their programs across their marketing mix and know which programs are contributing to leads and revenue.
- Some 63% of marketers report that their department’s internal reputation has improved from last year.
About the Data: The results are based on a survey fielded during the Summer among 852 B2B marketers.