Omnichannel Strategies Need Better Data Speed, quality, and compliance are critical variables that marketers must manage correctly to drive revenue. When follow-up is just five minutes too slow, MQL-to-SAL conversion rates decrease by a factor of 10. 3 When lead quality is poor, data can’t be activated in omnichannel strategies. If compliance isn’t standardized and automated, scaling global demand programs becomes risky and inefficient. If data, processes, and technology operate in silos, accurate reporting and attribution are impossible. Third-Party Data Provides the Foundation for an Omnichannel Strategy Marketers are learning to ensure data quality by supplementing CRM data with third-party data. Content syndication and LinkedIn are the most important sources of that third-party data. Response to Revenue Reporting Remains Elusive Marketing organizations have not been successful in implementing response-to-revenue reporting that shows the impact of making intelligent decisions about demand investments. A majority of marketers are unable to consistently show the impact of their activities in terms of conversions and can’t reliably identify their best-performing channels. P — 13 Integrate.com Where Business Starts PRECISION DEMAND MARKETING STRATEGY Content Syndication and social media marketing on LinkedIn are effective B2B strategies because they allow marketers to reach buyers when and where buyers are already conducting research. But how can marketers ensure the quality and marketability of the third-party data they are acquiring? And how can marketers activate that data to drive an omnichannel approach? 61% of marketers rely on third-party data as their primary mechanism for ensuring marketing data quality. 77% of Marketers Can’t Consistently Track Impact 21% have to rely on top-of-funnel metrics and brand awareness to show effectiveness. 21 % 23 % Only 23% have a single dashboard to track the impact of all marketing initiatives, across every channel, on opportunity creation and/or revenue. 19 % 19% try to connect marketing spend and activities to opps and revenue but don’t have clarity into how channels contribute to the buyers journey. 38 % 38% of organizations rely on reporting MQLs and SALs to show effectiveness and can only occasionally attribute opportunities or revenue directly to MQLs.