Digital Marketing Researches & Reports

Mind the Data Gap: 2019 Data-driven Marketing & Advertising Outlook | Adweek, Dun & Bradstreet

B2B Digital Marketing | Global

B2B marketers have become as reliant on data as their consumer counterparts, but as they move to more advanced tactics like account-based marketing (ABM), they are becoming stymied by unclear strategies. In so doing, this gap needs to be bridged to ensure data-driven success.

The 2019 B2B Marketing Outlook report, launched by Dun & Bradstreet and Adweek, examines how B2B brand marketers and their agencies are approaching data-driven marketing and advertising. The study also reviews how data can speed up B2B’s longer buying cycle and provide insights into its more complicated customer journey.

The Top-Line Findings of the 2019 B2B Marketing Outlook Report:

  • B2B companies use tools like CRM to manage their customer data but are less sophisticated in their use of the technologies and platforms that unlock that data’s value (e.g. a data management platform (DMP) or customer data platform (CDP).
  • ABM is a critical way for B2B marketers to use data to gain an edge in understanding the complex customer journey, with 37% are currently doing ABM and another 22% say it is in
    their 2019 plans.
  • 63% of B2B marketers said they are buying or selling advertising programmatically. That percentage is the same as last year and essentially flat from 2017. And 61% plan to increase their programmatic spending.
A Figure Shows the Biggest Obstacles to Succeeding With Data-driven Marketing for B2B Companies in 2019

A Figure Shows the Biggest Obstacles to Succeeding With Data-driven Marketing for B2B Companies in 2019

What’s in the “Mind the B2B Data Gap: 2019 Outlook” Report:

  • Summary of Findings
  • Data Today’s Major Marketing Challenge
  • Mind the B2B Data Gap
  • ABM Starts to Take Hold
  • Progr Ammatic Holds Steady
  • Key Takeaways

Number of Pages:

  • 11 Pages.


  • Free.


Data in this report is based on a survey of 237 B2B marketing leaders who have a job title of manager or above. The study conducted by Adweek Branded on behalf of Dun & Bradstreet in September 2018.

Adweek LLC.


First published in 1979, Adweek LLC. is a leading source of news and insight serving the brand marketing ecosystem. Adweek's coverage reaches an engaged audience of more than 6 million professionals across platforms including print, digital, events, podcasts, newsletters, social media and mobile apps. As a touchstone of the advertising and marketing community, Adweek is a unique resource for leaders across multiple industries who rely on its updated content to help them do their job better.

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