Hello there, Marketers! As H2 planning kicks into gear, the data speaks loud and clear: B2B marketers who act fast, trust their data, and use intent signals are winning. The top performers—our “Growth Gurus” and “Data Heroes”—are three times more likely to launch campaigns in under 15 days and far more likely to report revenue gains. If you're looking to accelerate growth in H2, these are the plays to steal.
A new study from Anteriad, in partnership with Ascend2, The 2025 B2B Marketing Edge: How Data-Confident Marketers Are Accelerating Growth, surveyed 450+ B2B marketing leaders across North America, Europe, and APAC to uncover the strategies fueling that performance. These leaders aren’t shrinking in the face of growing demands—they’re stepping up, moving faster, and winning bigger.
Nearly 8 in 10 B2B marketers have added responsibilities over the past year. But here’s the thing: it’s not a burden. It’s a spotlight. Marketing is now center stage in the growth strategy.
And the best are thriving. Growth Gurus are launching campaigns in under 15 days, aka 3x faster than their peers. Their secret? Smarter workflows, stronger partnerships, and streamlined data-driven execution.
Marketers in the study say they’re not just moving faster—they’re planning smarter and launching with more confidence than ever before.
Trust in data = growth. It’s that simple.
Marketers with high data confidence are 3x more likely to see revenue growth, and confidence is rising, from 27% in 2022 to 44% today.
Meet the Data Heroes: these marketers build layered data stacks - intent, technographic, psychographic and turn insight into action. They target with accuracy, message with clarity, and move with confidence.
Still, intent data is underutilized. Just 39% of marketers use it, even though the highest-growth marketers use it 62% more. That’s a gap begging to be closed.
AI is turbocharging campaigns—but only for those who’ve done the groundwork. Without clean, enriched, compliant data, AI risks becoming noise.
Growth Gurus are ahead because their data house is in order. They’re using AI to optimize messaging, scale campaigns, and pivot quickly—all without compromising on precision.
In today’s landscape, 74% of B2B marketers still take two weeks or more to launch a campaign. That’s too slow.
The fastest players are armed with the right tech, data, and partners and they are seizing opportunities before their competitors even enter the game. They test more, learn faster, and keep winning.
Winning marketers in H2 aren’t doing more, they’re doing the right things. Faster. Smarter. And with unshakable confidence.
This is your moment. Own it. We can help