Three quarters of marketers 'failing with data'

Almost 75 per cent of marketers feel their companies don’t make the most of their data, according to new research from B2B Marketing and Circle Research.

Marketers were particularly critical of their organisation’s abilities to generate and act on data-driven insight, with 73 per cent highlighting it as a specific problem.

Throughout the research - entitled Data Skills Benchmarking Report - marketers consistently expressed doubt regarding their team’s data sophistication and the effectiveness with which they use the data they hold.

More positively, one in three marketers (29 per cent) feel their team’s data skills are either ‘good’ or ‘excellent’.

Despite a third of marketers claiming contentment with their team’s data skills, a resounding 90 per cent of marketers affirm it’s either ‘critical’ or ‘important’ for their teams to improve their data skills.

Alex Aspinall, head of content at B2B Marketing, said: “While the fact that B2B brands and the marketers charged with their ownership are struggling with data will come as a surprise to fairly few within the industry, this research does highlight that now is the time to take control. 

“Most organisations are struggling, but those most willing to start making inroads into tackling the skills and sophistication gaps have plenty to gain. 

“We should expect these numbers to improve over the course of the next financial year, with data becoming an increasingly important strategic focus for businesses across verticals.”

This report was produced in partnership with Circle Research and is available to download here. It is free for members of B2B Marketing, or available to purchase for non-members.

B2B Marketing's Data Skills Benchmarking Report Infographic