The State of B2B CRM Data 2023

Script a future-proof CRM Data strategy to match the AI revolution

Generative AI-assisted personalization requires data points about your prospects that reflect your particular business context. And companies continue to struggle with the accuracy, depth and accessibility of rich data, even as they increase the volume and frequency of their data consumption.

Partnering with Modern Sales Pros, we’ve conducted our annual study of the management of prospect data in a world of generative AI. Amidst intense media focus on generative AI, we’ve evaluated how companies just like yours are able to capitalize on this new technology to drive more sales.

We engaged with 350+ sales professionals, probing their navigation strategies within this dynamically evolving ecosystem.

In this guide you’ll learn:

  • 5 Key Ways Fintech is Reshaping SMBs
  • New Data Sources & Models–for Product Design & Marketing
  • Data-Driven Marketing & Prospecting Examples

Inbound marketing generates three times more leads than outbound marketing while costing 62 percent less!
~ DemandMetric

Even so, only one-third of B2B leaders can successfully generate qualified inbound leads, while others are lacking both in attracting large numbers of relevant website visitors and helping more of them convert.

Thus far, inbound marketing has failed to receive the same ‘data-attention’ both from data vendors and companies alike that outbound go-to-market cadences have come to expect from their CRM data.

Applying a matured data-lens approach to this high-intent, highest-yielding and cost-effective revenue channel, can uplift inbound marketing’s performance manifolds.

Read this guide to explore how rich, digiographic, account intelligence data can positively impact two key KPIs for your inbound marketing—Conversion Rate and Lead Qualification Rate.

Key Findings

  • CRM data accuracy is still a problem…as reported by 58% of respondents.
  • Respondents continue to report high levels of dissatisfaction with existing data vendors.
  • Fewer than 1 in 3 businesses are able to meaningfully personalize their outreach
  • Desire for personalization is driving people to refresh data every 3 to 6 months or even more frequently.

Increase Conversion Rates by Personalizing Your Visitor Experience

Use rich digiographic account signals to pull audiences in with relevant, contextual experiences—driving more engagement!

  • On-page Personalization—Dip into digiographics to find account data to personalize your website with relevant context for your visitor and their company.
  • Web Chat/Conversational Landing Pages—Use firmo-, techno-, and digiographics-rich data, synced into your CRM, to engage your prospects with more meaningful chat conversations.

Qualify and Score your Inbound Accounts

Prioritize for better results, faster—build trust between marketing and sales.

Only a fraction of your B2B inbound leads truly deserve face-time with your sales team. Enrich your inbounds with account level digiographic data signals and pre-qualify them based on buyer need and purchase propensity, before moving them downstream.

As we saw last year, a majority of respondents are unhappy – 65% indicated that they are dissatisfied with their current data providers.

The 2022 report has a few additional data points over last year, offering even more value for readers. For example, since we have seen a considerable rise in the interest in account scoring capabilities—in part to support Account-Based Marketing programs—we specifically asked about account scoring in this year’s survey.

Respondents who lacked APS data were twice as likely to suffer a loss of revenue and a loss of trust.

Download the report and get into the minds of the revenue leaders who have identified the shortcomings of data providers and have told us what they desire. With over three times as many revenue leaders directly participating in the survey this year (over last year) — our findings are more meaningful than ever.

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To unlock the promise of segmentation and personalization for your sales and marketing teams, start with account intelligence from BuzzBoard⁠—the largest database for B2SMB solution providers to launch hyper-personalized marketing campaigns at scale.

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