Data Driven: Data-Confident Marketers Are 3X More Likely To See Revenue Growth (New Report)

“Data confidence is a competitive advantage.”

That’s the takeaway from Anteriad’s latest research, The 2025 B2B Marketing Edge, which found that data-confident marketers were three times more likely to see revenue growth and, amongst those who’ve seen significant growth in the last 12 months, three times more likely to launch campaigns in under 15 days.

“Data heroes” — who the study defines as those 44% of B2B marketers with confidence in their audience-converting data, up from 27% in 2022 — “are more likely to use a wide variety of data, particularly intent data. … 64% have significantly exceeded their goals compared to only 19% of other marketers and the vast majority have a very positive outlook on the success of their current marketing efforts.”

(Source: Anteriad)

Those marketers who’ve seen significant growth in the past year are also more likely to have seen time and efficiency gains from AI, with 73% reporting savings there.

“Over half of enterprise marketers say [AI] improves both efficiency and professional development,” the report says. “Marketers who trust their data — and know how to apply it — are turning AI into a performance multiplier.”

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