Data is top of mind for many B2B marketers. But do they have the right data to drive success? For the sixth consecutive year, Dun & Bradstreet surveyed over 250 B2B sales and marketing professionals to understand how data is being used to guide their go-to-market strategy. We uncovered the biggest obstacles and opportunities that are shaping the B2B sales and marketing landscape in 2018 and beyond. Uncover the data-driven tactics and strategies being leveraged (or not) by your B2B peers. To understand the takeaways from this report visit our site: https://www.dnb.com/marketing/media/6th-annual-b2b-marketing-data-report.html Some of the most important insights include: - Quality data is the catalyst for B2B growth - Confidence in data is underwhelming - Solutions for a complex buyers journey - Obstacles for developing data driven strategies, and how to overcome them - Tactics for driving ABM campaigns - Understand what aspects of sales can be improved through better business data Download the The 6th Annual B2B Marketing Data Report for more information: https://www.dnb.com/marketing/media/6th-annual-b2b-marketing-data-report.html

1. THE 6TH ANNUAL
B2B MARKETING
DATA REPORT
Unlocking the New Formula
for Sales and Marketing Success

2. THEIMPORTANCE
OF DATA
FORSALES&MARKETING
ISATANALL-TIME HIGH

3. Over the past few years, Dun & Bradstreet has routinely taken the pulse of
B2B sales and marketing professionals and discovered that data was at
the heart of their go-to-market activities. Spoiler alert: This year is no
different. Data is unanimously viewed as being the catalyst for driving an
effective sales and marketing strategy, and improving business
performance overall.
What does come as a surprise is how a lack of confidence in B2B data is
impacting the way in which businesses leverage (or don’t leverage) even
the most fundamental sales and marketing initiatives.
After surveying more than 250 B2B professionals in businesses of all sizes
across numerous industries, we uncovered some key insights shaping the
B2B sales and marketing landscape
Introduction

4. Data Quality
is the Catalyst
to Spark
B2B Growth

5. But, Confidence in Data Quality
isn’t Exactly Exploding
Rate your confidence in the current quality of your sales and marketing data:

6. 6
It’s no wonder, just look at what’s happening
during the time you’re reading this deck

7. S I G N S U P F O R
N E W S L E T T E R
O N L I N E
R E S E A R C H
P E R S O N A L I Z E D
E M A I L
A T T E N D S
W E B I N A R
CONSIDERATION
Q U A L I F I C A T I O N
C A L L
Q U A L I F I C A T I O N
C A L L
E V E N T I N V I T E
E V E N T
A T T E N D A N C E
S A L E S
M E E T I N G
RIDDLED WITH SALES INEFFICIENCIES…
DECISION
D O W N L O A D S
C A S E S T U D Y
V I S I T S W E B S I T E
F I L L S I N F O R M
ARE ON A SELF-GUIDED JOURNEY…
RESEARCH
MORE DECISION MAKERS…
E X E C U T I V E
I N F L U E N C E R
D E C I S I O N M A K E R
PURCHASE
P U R C H A S E
MAKING IT DIFFICULT
TO CLOSE BUSINESS
This is compounded by a B2B buyer’s journey
that’s more complex than ever before

8. The Lack of
Confidence
Hinders Many
Data-Driven
Strategies
What are your future plans related to making account-based
marketing (ABM) a part of your go-to-market strategy?

9. Data is the
Foundation
Needed to
Execute ABM

10. The Power of Data Extends
Well Beyond ABM

11. Quality Data Helps Drive the Right
Sales & Marketing Campaigns

12. Rate the difficulty of aligning sales and marketing
data about companies and contacts when
executing programs across multiple channels.
The Road to B2B Sales & Marketing Success is
Paved with Challenges

13. ABOUT DUN & BRADSTREET
Dun & Bradstreet (NYSE: DNB) grows the most valuable relationships in business. By uncovering truth and meaning from data, we connect our customers
with the prospects, suppliers, clients and partners that matter most, and have since 1841. Nearly ninety percent of the Fortune 500, and companies of
every size around the world, rely on our data, insights and analytics. For more about Dun & Bradstreet, visit DNB.com. Twitter: @DnBUS
B2B organizations recognize that data is the cornerstone of their
revenue operations. From helping to align cross-functional teams to
optimizing campaigns in real time, taking a “data-informed”
approach to sales and marketing is much like a science experiment
– it’s an evidence-based process that relies on repeatable
empirical testing to learn the truth. But you don’t need to be a mad
scientist to concoct a winning formula to dominate your business.
You need accurate and reliable data you can trust.
Download the full 6th Annual B2B Marketing Data Report to
discover the data-driven tactics and strategies being
leveraged by your B2B peers and how to turn data into a
valuable asset.
Visit https://bit.ly/2NE6DsG to download the report