B2B marketer satisfaction with customer data 2021

During an 2021 survey conducted among business-to-business (B2B) marketers worldwide, 45 percent of respondents said they were completely satisfied with the quality and hygiene of their customer data, while 41 percent said to be fully content with the completeness, accessibility, and consent management of their customer data. Data timeliness was cited by 39 percent of respondents, while 38 percent stated they were fully satisfied with data integration.

Share of business-to-business (B2B) marketers who were completely satisfied with their customer data worldwide as of June 2021, by data aspect

Characteristic	Share of respondents
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Release date

October 2021

More information

Region

Worldwide

Survey time period

May and June 2021

Number of respondents

8,227 respondents

Method of interview

Panel survey

Supplementary notes

The survey was conducted in 37 countries worldwide: Argentina, Australia, Belgium, Brazil, Canada, Chile, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, Malaysia, Mexico, the Netherlands, New Zealand, the Nordics, the Philippines, Poland, Portugal, Singapore, South Africa, South Korea, Spain, Switzerland, Taiwan, Thailand, the United Arab Emirates, the United Kingdom, the United States, and Vietnam.
The survey was conducted among 8,227 full-time marketing leaders: 43 percent of respondents working for B2C companies, 32 percent for B2B2C companies, 24 percent for B2B companies. The xact number of B2B marketers was not provided.

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