uSonar Conducts Survey on Data Utilization in B2B Market Development
~ Approximately Half of Companies Face Challenges in Understanding Their Market Share ~

uSonar Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; Chairman: Nami Fukutomi; President: Katsuhito Nagatake; hereinafter "uSonar") has compiled the results of a survey titled "Survey on the Reality of Data Utilization in Market Development," conducted among 500 business professionals, including those in corporate planning roles at B2B companies.
While 80% of respondents recognize the importance of their company's market development, they also expressed significant challenges, with approximately half of the companies reporting that they are unable to accurately grasp their own market share.

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To clarify the status of customer data management and the utilization of customer data in market development, particularly for companies primarily engaged in B2B transactions.
The survey focused on exploring the awareness of business professionals in planning roles, such as corporate planning and business planning, who are often involved in strategic formulation for market development.

Target: Planning roles (Corporate Planning, Business Planning, Marketing, Public Relations, Advertising, Sales Promotion, Sales Strategy, etc.)
Survey Period: December 2023
Survey Method: Internet Research; Number of Questions: 11 screening questions + 40 main survey questions
Respondents: 500 people (n=500)

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▼ While 80% of respondents recognize market development as "important for business growth," less than 10% believe it is "sufficiently effective" in improving performance.
Approximately 80% responded that "it is effective, but challenges remain."

▼ Approximately half of the companies surveyed are actively pursuing new market development, with certain industries showing particularly high levels of activity.
While market development strategies vary by industry and company, approximately 70% utilize some form of data.

▼ Regarding specific measures for new market development, the most common approach is prioritizing targets based on intent data indicating corporate interests. Approximately 30% also analyze data accumulated in their CRM.
Departments related to corporate planning showed a tendency to utilize technology and data in selecting their strategies.

▼ Regarding market share, approximately half of the companies surveyed reported that they are unable to track their own market share.
There is little difference across industries, suggesting that many companies struggle to identify which markets to develop or where their competitive strengths can be best leveraged.

▼ Regarding methods for new market development, it was observed that certain industries face challenges in utilizing data within their CRM/SFA systems.

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For Inquiries Regarding This Matter:
uSonar Co., Ltd. Public Relations Department
Email: ir@usonar.co.jp