16 CHAPTER 5 Data Drives Intelligent B2B Marketing Decisions Data enables personalized customer experiences, informs creative messaging, and allows organizations to measure performance. Put simply, it’s what drives 50% of B2B marketers measure intelligent decision-making in marketing, at every level. success and ROI with marketing analytics. Approximately half of B2B marketers currently measure their success with analytics — but there are many other exciting opportunities for B2B marketers to make use of data. Data Sources State of Marketing