A new report from Anteriad highlights the critical role data strategies play in driving B2B marketing success.
The study, based on insights from 429 marketing leaders across North America, Europe, and APAC, reveals that marketers who are highly confident in their data strategies are three times more likely to report significant revenue growth compared to their less confident peers.
Key findings from the report include:
- Data strategy as a revenue driver: 46% of marketers confident in their data strategies saw significant revenue increases last year, compared to just 15% of those who lacked confidence.
- Engagement is a top priority: Engagement emerged as the most valuable scoring element for 2024, with 70% of marketers emphasising its importance. High-quality data was identified as essential for fostering authenticity and better engagement across channels.
- Expanding audiences: 58% of marketers are venturing into new demographics and market segments, demonstrating the growing need for personalised, data-driven interactions.
- Balancing AI and authenticity: While 49% of marketers believe it’s absolutely possible to maintain brand authenticity while leveraging AI, another 44% acknowledge it requires a careful balance.
The report also identifies a group of standout marketers, referred to as “Authenticity Acrobats”, who prioritise authenticity in brand messaging and see improved outcomes as a result. Among these marketers, 54% report being extremely confident in their data strategy compared to just 34% of their peers.
“Authenticity Acrobats” are also significantly more likely to achieve revenue growth. This group has not only seen greater success in 2023 but is twice as likely to expect significant revenue increases in 2024.
The findings build on previous Anteriad studies, which have consistently shown that confidence in data strategy correlates directly with improved marketing performance. The report underscores the importance of not just having a data strategy but ensuring it is well-executed, authentic, and adaptive to evolving market demands.
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