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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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Google Kills FLoC, Runs Out of Bird Metaphors, Offers Topics API

January 26, 2022

Google has given up on its FLoC cookie-less targeting initiative, which faced insurmountable privacy objections. The replacement, which mercifully does not reference anything bird-related, is Topics API, which will offer three recent interests for each individual based on sites they have recently visited.  The loss in targeting and tracking power is so huge that you wonder if Google is purposely showing what tighter privacy is costing the industry. Or maybe they’re just kneecapping competitors.

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