A recent survey reveals that the majority of B2B marketers, specifically 69%, value actionable insights or services that are ready-to-use over simply adding new technology tools. Among high performers, this figure rises to 81%. The research indicates significant gaps in essential foundational areas like data management and sales alignment between high and low-performing teams. Moreover, high performers emphasize the importance of data compliance and accuracy, with 90% prioritizing these aspects, which enhances their targeting and competitive advantage. The report also uncovers issues related to customer friction in the sales funnel.
69% of marketers prefer 'done-for-you' services over adding new tools, highlighting a desire for results-driven solutions rather than increased martech complexity.
High-performing teams prioritize data compliance and accuracy significantly more than low performers, achieving a 90%-57% contrast that impacts targeting and personalization effectiveness.
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