Great B2B Marketing Campaigns are Fueled by Great Data

What a simple formula… Accurate data is the lynchpin to effective marketing. Have you noticed that the B2B marketing role has changed in the past few years with a strong focus on data and management of that data? The job of the B2B marketer is essentially to understand their company’s target market and to spearhead B2B marketing campaigns that engage with the appropriate decision-makers at the appropriate organizations.

In today’s market, B2B marketing content must be customized to provide instant value. The complex-sale buyer today commands more personal attention. To make it through the marketing ”noise”, B2B marketing campaigns have to be well-timed and, more so today than at any other time, distributed through multiple marketing channels. Data is taking on a super-critical role, as marketing becomes more and more buyer-centric. Get this… 87% of marketing professionals say that they need data to do their jobs well, according to a recent survey. The era of the one-size-fits-all newsletter is straight from the B2B marketing Stone Age now. Constant effort is now required to ensure accurate and somewhat-complete B2B marketing campaigns are supported by an accurate database. In the end though, that effort will pay off in spades by allowing you to better pursue prospects and enhance customer engagement. We like to think of data as the high-octane fuel that pumps through your B2B marketing engine. Here are three ways accurate data can produce better B2B marketing campaigns results:

  • Better targeting: Targeted, timely messaging becomes easier with behavioral data and up-to-date company information. You have a better chance of landing that prospect if the message is relevant and personalized.
  • Richer buyer personas: Building buyer personas and identifying your customers’ needs becomes a much more manageable task with a strong data set. It helps B2B marketers more readily uncover the “hotbeds” within their target market.
  • Improved database segmentation: By tightening your focus and segmenting your data, the prospect experience feels more personal for your target buyers.

Are you feeding your marketing engine good, fresh fuel so that your B2B marketing campaigns are racing to the finish line?

Dreamforce 2014

Garrett Hollander

Garrett Hollander

Director, Content Strategy at Red Base Interactive
Garrett Hollander serves as the Director of Content Strategy for Red Base Interactive. In that role, he serves the B2B sales and marketing community with premium content, posts, and ideas around various topics related to B2B sales.
Garrett Hollander
Garrett Hollander