Data, whether it’s Big Data or simply large data sets, is driving the evolution of B2B sales and marketing because it is making more personalized, efficient and impactful marketing possible – at scale. Which, makes it easier to make smarter marketing decisions and increase your marketing ROI. This company increased their marketing productivity by 15 percent every year from 2009 to 2012, without increasing their marketing spend. It takes the right balance of the data on your marketing and sales platforms combined with market data to build the right analytic models, but the potential of what can be done with advanced usage of advanced analytics is profound. Account-Based Marketing With account-based marketing, marketing and sales pool their data to develop strategic, targeted marketing campaigns. More than 70 percent of B2B organizations are using account-based marketing at some level today. Programmatic Ad Buying Programmatic ad buying is what has made digital advertising so much more effective over the past few years. It uses search and social media data to determine what ads a user is most likely to be interested in. Today, ad buyers can evaluate the data mid-campaign and make tweaks to create better-targeted ads. Developing Your Data Strategy A recent Harvard Business Review and Radius report revealed the importance of data strategy.
Voluminous, mighty, and complex, data’s power lies in its ability to make marketing and sales efforts more focused. Businesses need this largess level of information to hone in on their customers’ individual needs, getting ever closer to the supreme goal of ultra-personalized marketing, and finally possessing the tools and knowledge to deliver a near flawless experience for the customer at every stage of the buying process.
Data, whether it’s Big Data or simply large data sets, is driving the evolution of B2B sales and marketing because it is making more personalized, efficient and impactful marketing possible – at scale. This unprecedented level of sophistication has fostered the development of quite a few breakthrough marketing tactics.
Here’s a look at some of the ways leading B2B organizations are using data to power their marketing today.
Advanced Analytics
Advanced marketing analytics, such as predictive and prescriptive analytics, are allowing marketers to use data to make predictions, generate recommendations, or simply to gain deeper insights. Which, makes it easier to make smarter marketing decisions and increase your marketing ROI. Take, for example, one US insurance company. This company increased their marketing productivity by 15 percent every year from 2009 to 2012, without increasing their marketing spend. Over the same period, their industry increased marketing spending by 62 percent.
It takes the right balance of the data on your marketing and sales platforms combined with market data to build the right analytic models, but the potential of what can be done with advanced usage of advanced analytics is profound.
Account-Based Marketing
With account-based marketing, marketing and sales pool their data to develop strategic, targeted marketing campaigns. The two departments come together to develop hyper-relevant campaigns based on whole customer accounts, rather than depending on marketing to generate leads and then passing those leads to sales to close the account in a separate process. It’s aligned data, aligned sales and marketing. And, it drives better outcomes for B2B businesses. More than 70 percent of B2B organizations are using account-based marketing at some level today.
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