{"id":21765,"date":"2022-12-07T21:24:50","date_gmt":"2022-12-07T21:24:50","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/07\/31-of-b2b-marketers-still-struggling-to-create-a-unified-view-of-customer-data\/"},"modified":"2022-12-07T21:24:50","modified_gmt":"2022-12-07T21:24:50","slug":"31-of-b2b-marketers-still-struggling-to-create-a-unified-view-of-customer-data","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/07\/31-of-b2b-marketers-still-struggling-to-create-a-unified-view-of-customer-data\/","title":{"rendered":"31% of B2B Marketers Still Struggling to Create a Unified View of Customer Data"},"content":{"rendered":"

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As marketers focus on personalizing the customer experience, new research suggests that they are turning to new technology, data, and analytics to support their efforts.<\/p>\n

Salesforce recently published<\/a> the eighth edition of its \u201cState of Marketing\u201d report, and statistics indicated 31% of B2B marketers still find it challenging to obtain a unified view of customer data. The majority of respondents (83%) said that they are currently using transactional data, while the same percentage are utilizing known digital identities. About 77% are using second-party data.<\/p>\n

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However, marketers are increasingly turning to technology to capture and leverage data. About 90% claim that they are now using a customer relationship management system, while 89% are utilizing an account-based marketing<\/a> platform. Nearly 62% are using artificial intelligence.<\/p>\n

Planning for a Data-Driven Marketing Future<\/h2>\n

Despite the challenges associated with gathering and leveraging data, previous research indicates that marketers are finding it increasingly useful for the customer experience.<\/p>\n

Ascend2 released<\/a> its \u201cUsing Data-Driven Marketing to Predict Future Performance\u201d report, and statistics suggested that the majority of marketers (48%) are now finding data-driven marketing to be most useful for customer experience\/journey mapping<\/a>. Additionally, 40% now claim that their budget for data-driven marketing is \u201cincreasing moderately\u201d as they look ahead to the next 12 months. Nearly 9% stated that it will be \u201cincreasing significantly.\u201d<\/p>\n

Over the course of the next year, most marketers (58%) said they they believe improving the customer experience through data-driven marketing is going to become most critical to decision-making.<\/p>\n<\/p><\/div>\n