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B2B Marketers Lack Confidence in Data: D&B

September 12, 2018

Half of B2B professionals have a lack of confidence in the quality of their marketing data, hindering adoption of ABM to increase engagement in key target accounts.

Only 38 percent of marketers surveyed said account based marketing (ABM) is part of their go-to-market strategies, according to a new report from Dun & Bradstreet. This could be because of the lack of confidence in their data: 88 percent of respondents said quality data is crucial for ABM success.

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