Improving data quality is the top priority of B2B marketers wanting to upgrade their go-to-market (GTM) strategies, according to a study from Ascend2 and Anteriad.

Two-thirds (66%) of B2B and B2B2C marketers surveyed cited improving data quality among their top three priorities for improving their GTM strategy. The next-highest priority, at 61%, is integrating technology. Next up, with 51%, was testing/implementing tactics, followed by the perennial pain point of aligning sales and marketing (50%), with enabling self-service rounding out the list at 35%. Not surprisingly, each of these was also seen as a top three challenge for marketers.

In search of a bigger pie. Growing the audience continues to be a priority for B2B marketers, with 58% focusing on expanding their audience to new demographics and market segments this year. Another 35% want to maintain their current audience, while 5% will focus on narrowing their audience to more niche markets or specific industries. 

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Reaching the audience. Nearly two-thirds (63%) of marketers report that reaching the right audience is a top challenge. About half said sourcing the right data and determining the right channel mix are top challenges.

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For most, the channel mix means social advertising, search engine marketing, video marketing and account-based marketing. Content syndication and programmatic advertising are less frequently used, by B2B marketers — something they may want to reconsider. The report found marketers using both programmatic and content syndication are almost twice as likely to have had a significant revenue increase last year.

Methodology. Anteriad partnered with Ascend2 to survey 429 marketing decision-makers, senior management and above, in North America, Europe and APAC. These marketers represent B2B organizations with 250 or more employees targeting a variety of company sizes. The survey was done in February 2024. The full report can be found here. (No registration required.)