Almost half of B2B marketers are struggling to use data, both to drive decision-making and measure performance. It’s the biggest challenge they face, ahead of increasing growth targets and budget and staffing cuts.
That’s the key takeaway from a survey of over 500 U.S. and U.K. marketers issued by demand marketing platform Integrate. “These survey results indicate that despite economic challenges, B2B marketers are forging ahead and making do with the resources they have with a focus on their customer,” said John Follett, co-founder of Demand Metric which conducted the survey on behalf of Integrate.
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