Marketers who work for B2B organizations with complete and high-quality data are more likely to be satisfied with their lead scoring and to believe they will meet their marketing goals, according to recent research from Anteriad.
The report was based on data from a survey of B2B marketers.
Some 44% of respondents report that their organization faces challenges with data quality and completeness, a group the researchers classify as in the "data dead zone" (as opposed to the "data hero" organizations that do not report challenges with data quality and completeness).
Marketers whose organizations are data heroes are much more likely to be satisfied with their lead scoring efforts compared with B2B marketers whose organizations are in the data dead zone (83% versus 36%).
B2B marketers who work for data hero organizations are twice as likely as marketers in data dead zone organizations to say they believe they will meet their marketing goals this year.
About the research: The report was based on data from a survey of B2B marketers.
