The company’s annual B2B marketing report also found that respondents from the US and UK were failing to connect good quality data with advanced martech tools.

Fewer than one in ten of those surveyed – approximately 500 people – said they prioritised investing in personalised marketing, account-based marketing or aligning online and offline activities.

The most significant barriers to investing in data quality mentioned in the survey were cost ( 37%), better return on investment with other initiatives ( 27%) and a lack of understanding ( 27%).

Adam Leslie, European sales and marketing solutions leader at Dun & Bradstreet, said: “Although advances have been made and data is being used to support basic marketing strategies, many organisations are yet to fully utilise their data as a competitive asset, leaving an untapped opportunity for marketers and sales teams.

“Teams that are able to prioritise data quality will be better able to align their efforts and improve performance.”