Study finds data quality remains a struggle for b-to-b marketers

Published on .

Most Popular
Cincinnati—B-to-b marketers are increasing their investments in digital marketing, including e-mail and search, but the struggle with poor data quality remains a roadblock to success, according to direct marketing company Harte-Hanks, which Monday released the results of an online study it conducted in the spring in conjunction with CSO Insights.

In addition, sales and marketing lack alignment, the study found, because they do not share the same views on the value marketing provides to help sales achieve revenue goals.

Marketers said prompt action based on data analysis is a top priority for business demand generation.

“As companies invest more in multiple channels in a bid to acquire customers, and to retain their loyalty, it appears businesses continue to grapple with data management and data insight, and just what the metrics are saying,” said Bill Goldberg, Harte-Hanks senior VP, in a statement.

The survey had 537 respondents.

—Carol Krol

In this article: