Data now purveys the day-to-day of almost every B2B marketer, and those who ignore the growing importance of its role are likely to be left behind. But many marketers also lack the right skills. So, rather than focus on the fact marketers are struggling with data, we wanted to pinpoint exactly what they're struggling with.
We designed this research project to find out where the challenges really lie. We listed 10 data skills – ranging from segmentation to visualisation – and asked over 200 B2B specialists to rate their own level of expertise against each one, then their team's and finally their company's.
The results offer unprecedented insight into the state of data within B2B, and should give marketers, their teams and their organisations something concrete to aim for in the months (and years) ahead.
The research for this report was carried out in partnership with B2B market research specialist Circle Research.