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Ascend2 and Anteriad study: improving data quality tops GTM strategy priorities for B2B marketers

Ascend2 and Anteriad study: improving data quality tops GTM strategy priorities for B2B marketers


A recent study by Ascend2 and Anteriad reveals that improving data quality is the leading priority for B2B marketers aiming to enhance their go-to-market (GTM) strategies. Among surveyed marketers, 66% ranked data quality improvement as a top three priority, followed by integrating technology (61%) and testing/implementing tactics (51%). Challenges like aligning sales and marketing (50%) and enabling self-service (35%) were also significant.


Audience growth remains crucial, with 58% of marketers focusing on expanding their reach to new demographics and market segments. However, reaching the right audience is a major challenge, reported by nearly two-thirds (63%) of respondents. Marketers also find sourcing the right data and determining the right channel mix challenging.


Preferred channels include social advertising, search engine marketing, video marketing, and account-based marketing. Interestingly, those employing programmatic advertising and content syndication saw nearly double the revenue increase compared to those who did not.


The study surveyed 429 marketing decision-makers from B2B organizations with 250+ employees across North America, Europe, and APAC in February 2024.


Source: MarTech

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