Using data to improve customer relationship management

Diane S. Thieke

How and why B2B marketers should be reorienting their teams around customer experience.

U.S. business-to-business marketers are buying into the promise of data as essential fuel for account-based marketing (ABM) and personalization strategies. Consider that companies will spend $12.3 billion on data projects this year, rising an additional 23 percent in 2019, according to OnAudience.com.

Yet only 13 percent of B2B marketers believe they have a firm grasp on how to integrate data into customer relationship management (CRM) systems, while four in 10 say they are novices, a study by Dun & Bradstreet found. Marketers especially struggle with making data work for customer relationship management. One key reason is that without...

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