Gartner Research

Survey Analysis: How B2B Leaders Manage Data-Driven Marketing and What B2C Leaders Can Learn From Them

Published: 18 November 2015

ID: G00292166

Analyst(s): Christi Eubanks


B2B marketers invest more in data-driven marketing talent, tools and data than B2C marketers. Here are five ways that B2B marketers are building competencies and obtaining a business advantage from customer insights.

Table Of Contents

Survey Objective

Data Insights

  • B2B Companies Invest More of the Marketing Budget in Analytics
  • B2B Marketers Know When to Invest in High Caliber In-House Talent and When to Outsource
  • B2B Marketers Organize Their Analytics Teams for Impact, Ensuring a More Effective Deployment of Resources
  • B2B Marketers Use Data From More External Sources to Build a Complete Picture of the Customer Journey
  • B2B Marketers Monetize More of Their Data
  • Methodology
  • Definitions

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