B2B Marketers Feel Pressure to Prove ROI with Limited Budgets

As the recession continues to remain around the corner, many B2B marketers are feeling more pressure to prove ROI, but with limited budgets. A recent survey from B2B marketing solution provider Anteriad revealed that 41% of those surveyed feel more pressure to do this, 27% say it’s getting overwhelming, and 14% say it makes them want to pull their hair out. Only 16% of those surveyed saw a significant increase in this year’s marketing budget, whereas 19% said their budget was being cut.

Fortunately, marketers are turning to automation and data to help, with an average of 18 different data sources being used. 97% of those surveyed said intent data leads are more effective than non-intent data leads, and 86% that intent data leads increase Marketing Qualified Lead (MQL) to Sales Accepted Lead (SAL) conversions. Moreover, intent data use is associated with revenue growth. Those who experienced a significant revenue increase last year are more likely to use intent data than those who did not.

When asked to pick the three most important factors when choosing a data provider, 62% said accuracy. It was followed by: 50% Proven results; 30% Data privacy/compliance; 26% Data reach; 25% Data recency; 22% Ability to see and identify B2B profiles from B2C data/identities; 18% Location-based data; and 14% Breadth of topics.

Data quality and completeness were cited by 44% of respondents asked to name the top three associated with second- and third-party data. It was followed by finding trusted sources (31%), then limited budget and integrating data (both 28%), and then data security and compliance (27%).

The survey was based on a survey of 328 U.S. and U.K. B2B marketing decision-makers and senior management at businesses with at least 250 employees. As the pressure to prove ROI continues to increase, companies must ensure that their data is clean, organized and actionable, in order to make the most of their limited budgets.

Originally reported by Martech: https://martech.org/more-pressure-on-b2b-marketers-to-prove-roi/
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