Welcome from Michael Bird

At Dun & Bradstreet, we've been managing commercial data for almost 175 years. We collect, aggregate and process hundreds of billions of records every year. This year's report reflects information garnered from the 695M contact records processed through our Data Optimization Platform, as well as the results of our survey of more than 500+ B2B marketers.

Everything in this report is from, about and for you — the B2B marketer. We urge you to use it to generate ideas on how to create an effective data strategy that delivers sustainable growth to your business. Remember, great marketing starts with great data.

Michael Bird

Michael C. Bird

General Manager
Global Sales & Marketing Solutions
Dun & Bradstreet

Power Up Your Data Strategy

Download the report to discover how you can turn improved data quality into a competitive advantage. You'll learn about:

  • The trends and pitfalls every data-driven marketer needs to know
  • The true state of B2B marketing data quality
  • Benchmarks for assessing your own data quality
  • Dun & Bradstreet's research of B2B marketers' data-fueled priorities for 2016
The result of that analysis is our annual report:

The B2B Marketing Data Report

Download
the Report Now

Here's How it Works

Throughout 2015 we continued to help marketers build a stronger foundation for their marketing programs rooted in better quality data. Using our data optimization platform, we put the power of cloud-based marketing data management in the hands of companies everywhere, giving them the ability to become stronger, more informed marketers.

1

We analyze B2B records through our data optimization platform (a quick, easy, and free tool you should add to your technology stack).

2

Then, we let marketers know how their database compares against four areas of analysis.

3

Then, we give each database a score. That's our Health Scale Rating. This report shows the health of all 695 million records we analyzed in 2015.

Let's take a closer look at the data.

Shining a Light on Data Quality

It seems that we often pay lip service to the importance of good data, but fail to actually clean it up. Here's a quick look at what we found in this year's data analysis:

Gap Analysis

Missing Industry Info 77%
Missing Revenue Info 87%
Missing Employee Info 86%
Missing Phone Number 62%
Missing Website Domain 82%
Missing
Title Info 45%
Missing Information

Top Industries
Represented

  • 24% Software
  • 20% Business Services
  • 17% Manufacturing
  • 15% Other
  • 10% Computer Equipment
  • 7% Information Management
  • 7% Telecommunications

Average score by data quality indicators

Email Deliverability Email
Deliverability
3.23
Record Completeness Record
Completeness
2.56
Phone Connectability Phone
Connectability
2.39
Email Deliverability Record
Duplication
4.18
Health Scale Rating
  • Risky
  • Unreliable
  • Questionable
  • Functional
  • Optimal
  • 4%
  • 15%
  • 41%
  • 35%
  • 5%
  • 28%
  • 19%
  • 30%
  • 16%
  • 8%
  • 31%
  • 24%
  • 25%
  • 17%
  • 4%
  • 4%
  • 2%
  • 4%
  • 51%
  • 39%

Where does your data stand?

Run a complementary Data HealthScan on your own marketing database at www.smartmarketingdata.com

The State of
Email Deliverability

See How You Compare

Health Scale Rating Percentages

Employee Range
  • Risky
  • Unreliable
  • Questionable
  • Functional
  • Optimal
Health Scale Rating

Overall email deliverability rates remained flat year over year and continue to introduce unnecessary risk into marketing automation and demand generation strategies. The average company database deliverability was still less than optimal, with a Health Scale Rating of 3.2 (the same 2015). Learn more about improving your deliverability rates by downloading the report here.

Email Deliverability
Average Health Scale Rating

1.0 5.0
3.2

Marketing Technology (MarTech)

We Asked

What are your biggest obstacles for maximizing the return on your investment in marketing technology today?

41%

cite inconsistent data across technologies as their biggest challenge.

The State of
Record Completeness

See How You Compare

Health Scale Rating Percentages

Industry
  • Risky
  • Unreliable
  • Questionable
  • Functional
  • Optimal
Health Scale Rating

Record completeness continues to be an area where most B2B organizations struggle, taking a more than 10% dive in the average Health Scale Rating in 2015 from 2.9 to 2.6, or "unreliable." And again, closer inspection of key segmentation fields like industry, revenue and company size, shows a decline across the board to keep those categories stuck in the "risky" range with an average score of 1.6.

Record Completeness
Average Health Scale Rating

1.0 5.0
2.6

Account-Based Marketing

We Asked

How do you utilize demographic and firmographic data to improve success?

58%

utilize data to model best customer and identify best audience segments.

”Account-Based Marketing is a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts.“

Jon Miller, Founder and CEO, Engagio

The State of
Phone Connectability

See How You Compare

Health Scale Rating Percentages

Industry
  • Risky
  • Unreliable
  • Questionable
  • Functional
  • Optimal
Health Scale Rating

Phone connectability continued its downward trend year-over-year in our study — dropping from a current Health Scale Rating of 2.7 to 2.4 — moving it deeper into the "unreliable" territory. Similar to last year, when more than half of the records analyzed (55%) fall below the "questionable" category, there are systemic issues at play (e.g. sales reps not inputting full contact information into CRM systems, progressive profiling programs that don't prioritize phone number earlier enough, etc.) that organizations should be delving into in earnest.

Phone Connectability
Average Health Scale Rating

1.0 5.0
2.4

Programmatic Ad Buying

We Asked

What is the most important goal of your digital advertising strategy?

36%

of respondents indicated "Increase lead generation" as their main objective.

The State of
Record Duplication

See How You Compare

Health Scale Rating Percentages

Revenue Range
  • Risky
  • Unreliable
  • Questionable
  • Functional
  • Optimal
Health Scale Rating

When 51% of surveyed B2B marketers cite "integrating data across platforms" as one of the most challenging obstacles to data-driven marketing success, we'd have expected there to be more duplicates in the files we analyzed. Even with a slight dip year-over-year, duplicate data remains a beacon of light in our best practices areas, with an average Health Scale Rating of 4.2, or "functional," down from 4.3 last year.

Record Duplication
Average Health Scale Rating

1.0 5.0
4.2

The Data Delusion

We Asked

What is your number one challenge in ensuring your marketing database is capable of supporting your in-market activities?

44%

cite quality and completeness as their number one challenge.

So What Does This Mean?

You didn't think we were going to give it all away, did you?

Download the 2016 State of B2B Marketing Data Report to take a deeper dive beneath the surface of what's happening in B2B marketing, the myths and truth around data quality, and ways you can improve your own marketing data strategy.

Download
the Full Report