Research With Ascend2 Shows That Marketers Select “Improving Data Quality” as their Top Priority and Their Top Challenge This Year

Anteriad, in collaboration with Ascend2, has released a comprehensive global B2B marketing research study titled "The 2024 B2B Marketing Outlook: The Data Confidence Divide." The report sheds light on key insights regarding budget allocation, marketing priorities, and the challenges faced by marketers in 2024. Notably, it explores the evolving landscape of data strategy, audience engagement, and the delicate balance between AI-driven tactics and brand authenticity.

1. Budget Expectations and Allocation:

   • 76% of surveyed marketers anticipate budget increases in 2024, with 31% expecting significant growth compared to the previous year.
   • Marketers who experienced substantial revenue growth in 2023 plan to allocate more budget towards innovative tactics in 2024, signaling a shift towards experimentation and adaptation.

2. Focus on Authenticity and AI:

   • 59% of marketers prioritize authenticity as a crucial brand attribute, surpassing other factors like customer-centricity, transparency, and innovation.
   • Nearly half of marketers believe it is possible to strike the right balance between AI-driven strategies and authenticity, acknowledging the importance of maintaining genuine connections with audiences.

3. Data Quality and Personalization:

   • Improving data quality emerges as the top priority and challenge for 66% and 60% of marketers, respectively, highlighting the foundational importance of accurate and reliable data.
   • Marketers confident in their data strategy and personalization approach are more likely to report significant revenue increases and pipeline growth, underscoring the correlation between confidence and success.

4. Generational Differences in Confidence:

   • Younger generations of marketers exhibit higher confidence in balancing AI usage with brand authenticity, with 56% of Millennials and Gen Z marketers expressing belief in achieving this balance, compared to 42% of Gen X and 29% of Boomers.

The Anteriad report offers valuable insights into the evolving landscape of B2B marketing in 2024, highlighting the growing importance of authenticity, data quality, and AI integration. Marketers are navigating a landscape where balancing technological advancements with human-centric engagement is paramount. By understanding these trends and leveraging confidence-boosting strategies, marketers can adapt to changing consumer expectations and drive sustainable growth in an increasingly digital world.