Harte-Hanks, Inc., a worldwide direct and targeted marketing company, announced the findings of a new survey, administered by CSO Insights and underwritten by Harte-Hanks, that examines current marketing priorities of more than 530 companies. The study is an update to a similar study conducted by CSO Insights two years ago.
Among business-to-business marketers, the study found that digital marketing - e-mail, Web sites and online registrations, search - are seeing increased investments, but that a "continuing struggle with data quality" is a "major roadblock to success." In addition, sales and marketing lack alignment, in that both do not share the same views on the value marketing provides to help sales achieve revenue goals, say the study authors. Approximately 60 percent of survey respondents represent b-to-b marketers.
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