首席营销官理事会：2024年账户营销研究报告：精准营销、个性化体验与绩效增长助力客户收入提升（英文版）

Despite advancements in data, analytics, and automation, B2B marketing leaders still wrestle with seeding and harvesting the sales pipeline. Prospect identification, engagement and conversion efforts continue to yield poor results. All of this has led to millions of marketing dollars wasted on misguided customer acquisition campaigns (e.g., “spray and pray”) that are expensive and don’t engage receptive and predisposed targets. Efforts could be better spent on precision prospecting practices