10 key stats from the 2015 State of Marketing Data Report

Each year, Dun & Bradstreet and Netprospex analyze “hundreds of companies, thousands of files, and hundreds of millions of records” to come up with the State of Marketing Data report. This year’s report can be accessed here, but for busy marketers and business leaders, I’ve gone ahead and done some of the work for you.

Here are a few of the key stats from the 2015 State of Marketing Data report that are important for B2B marketers:

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– Over 66% of surveyed company’s records currently lack revenue and industry data for existing customers. (Tweet this!)

– CMOs will drive over $32 billion in marketing technology by 2018 (Tweet this!). Previously, the majority of this spend came from the B2C market.

– 74% of marketers consider lead quality over quantity (Tweet this!). In order to achieve this, marketers now require better ways to manage data. 

– 67% of the buyer journey takes place online (Tweet this!). Now more than ever, marketers need to deliver content that rises above the noise and engages targeted buyers in a memorable way.

– 87% of B2B marketers cite email as one of their top methods for driving leads through the funnel (Tweet this!). However, 66% of files have “Questionable” email deliverability and marketing data degrades at up to 3% per month, leading marketers to spend more time making sure that their databases are up to date and functioning properly.

– 71% of company files lack industry information like company size by employee and revenue information (Tweet this!). Though the three-year trend here is upward, 58% of B2B enterprises sales and marketing operations professionals reported that their demand generation programs were not effective at achieving their primary goals.

– Over half (54%) of all of the records analyzed (223 million) did not include a phone number (Tweet this!).

– Companies that regularly maintain their database can see 66% higher conversion rates than those that don’t (Tweet this!).

– 80% of B2B marketers consider buyer personas in the context of the sales cycle when creating content strategies (Tweet this!). As the average number of content marketing tactics (13) increases, targeted messaging can help engage more qualified customers, contributing to reductions in acquisition costs and shortened buying cycles.

– Over half of B2B marketers (59%) noted that improving the depth and accuracy of their database was a top priority for 2015 (Tweet this!).

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