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D&B Survey: 8% of B2B Buyers Have Never Received a Bad Sales Call

Here’s another good study, although it’s not about AI. Our friends at Dun & Bradstreet looked at the State of Sales Acceleration and found that good data is important (no surprise) and that a slim majority (51%) of buyers feel sales and marketing communications have improved in recent years (more surprising). One disconnect: salespeople estimate they spend an average two hours researching each prospect before calling them, but buyers’ biggest complaint is still lack of basic research by callers. Factoid of the day: U.S. buyers receive eight sales calls per week while UK buyers receive 32 calls per week. Bonus factoid: 8% of buyers said they have never received a bad sales call.

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Kroger Launches Marketing Network to Target Its Customers

October 13, 2017

As if the marketing landscape weren’t confusing enough, grocery giant Kroger has created 84.51°, an agency that runs marketing programs for packaged goods manufacturers wanting to reach 60 million Kroger-buying households. Channels include in-store advertising, co-branded Web advertising, and a private social network for Kroger’s most engaged customers. Are retailer-based marketing networks the next big thing?

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Cross-Channel Identity Resolution Critical for Marketing Measurement: LiveRamp Study.

October 11, 2017

Switching to consumer data integration, we have a very interesting study from cross-device identity vendor LiveRamp about how marketers are using individual-level identity resolution to better measure performance. Nearly everyone (94%) said cross-media identity resolution is needed to accurately assess marketing performance, while just 21% had people-based measurement in place. Almost half (42%) didn’t know how to get started. Other interesting data too.

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Martech Spending Grows as Percentage of Marketing Budget: CMO Survey

April 26, 2024

Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.

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