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The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy. This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits.

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B2B marketers are catching up with Customer Data Platforms

Consumer marketers have even more fragmented data

Business marketers are catching up with consumer marketers in Customer Data Platform deployments, according to a global member survey by the Customer Data Platform Institute. The survey found that 41% of companies selling to consumers are in the process of deploying a CDP, compared with just 19% of companies selling to business.

But 34% of the B2B companies plan to start deployment within the next twelve months, compared to only 19% of consumer brands.

Other survey finding suggest the change is coming just in time:

Business marketers are more likely than consumer marketers to rely on CRM or marketing automation systems to unify their customer data (22% vs 8%).
Business marketers using CRM or marketing automation in this way have below-average satisfaction with their martech investments.
CDP users have higher satisfaction than non-users among both business and consumer marketers.
Consumer marketers have more fragmented data than B2B marketers, with 62% reporting many disconnected systems compared with 48% of B2B marketers.
An inability to assemble unified customer data is the most-cited obstacle to using customer data well, listed by 63% of respondents compared with incapable delivery systems (54%) or inaccessible source data (47%).
A unified customer view is the most important CDP benefit, listed by 86% of respondents. Many fewer cited applications such as predictive modeling (59%), message selection (49%) or cross-channel orchestration (49%).
Companies with a specialized martech manager or staff are more satisfied with their marketing technology results than firms where marketing technology is run by a central IT department or left to individual groups within marketing.

A free copy of the complete report is available at https://lp.cdpinstitute.venntive.com

Sources: Customer Data Platform Institute / The Marketing Factbook.
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Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Marketing Factbook?

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

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Get it on Amazon (Kindle/Print)