Summary
This report presents findings from a survey conducted by Anteriad and Ascend2, which analyzed the performance of marketing strategies among decision-makers in Direct-to-Consumer retail companies. The survey included 631 marketing leaders from B2B and B2B/B2C organizations, focusing on those in health, wellness, fitness, and healthcare technology sectors. Key findings indicate that DTCTB marketers are more confident in their data usage, with a significant emphasis on automated online customer journeys. The report outlines how these marketers utilize various types of data, including demographic and intent data, and highlights their challenges, such as the need for high-quality data sources and compliance with data privacy regulations. Additionally, it discusses the implementation of buying groups, revealing that DTCTB marketers are more likely to have fully integrated these groups into their strategies compared to their peers. The report concludes with insights on the importance of data-driven decision-making in marketing budget processes.
