Half of B2B Marketers Don’t Trust Their Data: Dun & Bradstreet Report

Speaking of B2B data, a Dun & Bradstreet survey found that marketers’ confidence in their data had fallen, from 75% last year to 51% this year, even as the proportion who consider data quality important rose from 80% to 89%. Just 38% are currently using Account Based Marketing and 41% have no intention of adopting it. The report speculates the poor data is a roadblock to wider ABM adoption.