Welcome to the third annual B2B Marketing Data Benchmark Report from NetProspex – with a special footnote this year: We are now officially Dun & Bradstreet NetProspex.

As you will see further on in this report, 2014 was a banner year for the marketing technology space. B2B marketers everywhere leaned in to embrace these technologies and continue the evolution towards data-driven marketing principles. I saw it with our customers – and with our own internal marketing practices. Simply put: data and technology are now key drivers for all of our revenue goals. And continuing to tune the machine is absolutely critical for our ongoing success.

The data came from records supplied by a broad range of organizations – large and small – from the full spectrum of industries engaged in B2B marketing. What we discovered is that despite the essential role that data plays in today’s B2B marketing world, the quality, when analyzed on the basis of the four key best practice areas outlined in this report, is often less than ideal. Since its inception, the response to this benchmark report has been overwhelming and makes it abundantly clear that the subject continues to require attention and discussion with B2B marketers.

Topics covered in this report:

  • Average Health Scale Rating
  • It’s Time to Invest in a Marketing Data Strategy
  • Defining Best Practices
  • Meet the Marketing Data Hero
  • Understanding the Health Scale Rating System


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