• by Ray Schultz , Columnist, December 23, 2021

Despite hype to the contrary, B2B brands are not using first-party data to drive email, personalization and other marketing chores, judging by “Revtech Rises to Meet the Moment,” a study conducted this autumn by Dun & Bradstreet, working with Censuswide Research.

This problem will worsen as third-party data sources are increasingly cut off, even in B2B. Half of the respondents are still using third-party data. 

At present, B2B brands deploy first-party data for these purposes: 

• Marketing segmentation — 41% 
• Sales outreach — 37% 
• Advertising — 36%
• Analytics — 36%
• Email automation — 35%
• Personalization of web content — 33% 
• Sales territory planning — 33%

What are the main obstacles to use of first-party data?

• The cost of new technology — 23% 
• Disrupting current operations — 21%
• Gaining executive support — 20%

It apparently it is no small chore to integrate first-party data throughout an organization. The respondents report that:

• First-party data is integrated consistently into systems and platforms across the organization, and is shared broadly so anyone on the GTM team has a view into an account — 37.2%
• First-party data is integrated into the systems/platforms that need it, not shared broadly but the people/teams that need it have it — 30.1%
• First-party data is scattered and siloed — 30.7% 

The answer, the study suggests, is in Revtech, a technology that will “allow revenue teams to integrate data and insights, build audiences, activate campaigns, personalize engaging experiences, and measure results.”

Meanwhile, B2B brands use these data attributes to drive a personalized experience: 

• Predictive indicators — 57% 
• Basic contact information such as name and company name — 55% 
• First-party data such as website behavior and which content they consumed — 54% 
• Intent data — 51% 
• Third-party data from outside providers — 50% 

Remote workplaces are an obstacle to identifying in-market buyers for 76%. But that’s no excuse, as some companies are simply “not using the data attributes that are necessary to drive effective personalization,” the study notes.

Meanwhile, 64% of market leaders — those on top of their game — have complete confidence in their ability to deliver a personalized experience across all digital channels, including email, websites, social, chatbots, video, SEO, PPC and other channels. 

Sadly, only small percentages of the remainder are confident in these areas:

• Having timely customer data (website engagement, buying behavior) — 34%
• Segmenting their sales/,marketing data — 33% 
• Prioritizing in-market buyers based on behavior (intent), or propensity to buy — 32%
• Identifying in-market buyers — 26%

Censuswide Research surveyed 605 marketing decision-makers between September 9 and October 1. Dun & Bradstreet was not identified in the survey.