Improving data quality is a critical goal, according to B2B marketers.

According to a research by Ascend2 and Anteriad, enhancing data quality is the #1 goal for business-to-business (B2B) marketers looking to modernize their go-to-market (GTM) approaches.

In a poll, two-thirds (66%) of B2B and B2B2C marketers said that one of their top three goals for enhancing their GTM strategy was to improve data quality. Technology integration comes up at number six on the list of priorities. Testing and executing strategies came in second place with 51%, then aligning sales and marketing (a persistent pain area with 50%) and enabling self-service (with 35%), to complete out the list. It should come as no surprise that these were ranked as the top three challenges facing marketers

want a larger piece of pie. B2B marketers continue to prioritize audience growth; this year, 58% of them are concentrating on reaching new audiences in new market segments and demographics. A further 35% intend to keep their current audience, and 5% will concentrate on focusing on more specialized markets or industries.

getting to the target audience. Reaching the right audience is cited by nearly two-thirds (63%) of marketers as their biggest issue. Finding the correct data source and choosing the appropriate channel mix were cited by about half as the two biggest hurdles.

Social media advertising: search engine marketing, video marketing, and account-based marketing are the most common definitions of the channel mix. Although B2B marketers utilize content syndication and programmatic advertising less frequently, they might want to give them another look. According to the study, there was a nearly twofold rise in the likelihood of a notable income boost for marketers who used both programmatic and content syndication last year.

Techniques. In order to poll 629 marketing decision-makers in North America, Europe, and Asia who are in senior management or above, Anteriad teamed up with Ascend2. These marketers target a range of company sizes on behalf of B2B companies with 250 or more employees. The poll was completed in March of 2024.