How B2B Marketers Can Absorb and Apply Data Effectively: Six Questions Answered

How B2B Marketers Can Absorb and Apply Data Effectively: Six Questions Answered

Measurement & Analytics — Tue., Aug. 18, 2020

B2B marketers face a range of unresolved data-related issues, including platform fatigue, limitations of IP targeting, and challenges of evaluating campaign performance. To remedy this, B2B marketers should enlist partners to build ABM audiences and consider layering in B2B intent data. Additionally, data privacy and security should be taken into account when working with partners. B2B data is even more siloed than consumer data, and B2B marketers must navigate the complexities of working with multiple teams to extract data. Furthermore, marketing service providers are not designed with B2B media strategies in mind, hindering B2B marketers from evaluating campaign performance. Lastly, the global pandemic has caused many B2B marketers to redirect their budgets to programmatic and digital campaigns.

B2B marketers suffer from platform fatigue due to the sheer number of platforms they have to log in to. This results in siloed data fragments that can be hard to take advantage of. To circumvent the limitations of IP targeting, B2B marketers can enlist the help of a partner to build ABM audiences and layer in B2B intent data. Data-related differences between B2B and B2C marketers include B2B data being even more siloed, and marketing service providers not being designed with B2B media strategies in mind. Challenges of evaluating campaign performance include platforms not accounting for the unique marketing funnel in B2B, and the data typically coming from a CRM or marketing automation system. Lastly, the global pandemic has caused many B2B marketers to redirect their budgets to programmatic and digital campaigns.

The global pandemic has changed the way B2B marketers interact with their customers and evaluate their campaigns. To combat platform fatigue, B2B marketers should enlist partners to build ABM audiences and layer in B2B intent data. They must also navigate the complexities of working with multiple teams to extract data, and contend with marketing service providers not being designed with B2B media strategies in mind. Additionally, B2B marketers must evaluate their campaigns based on the unique marketing funnel in B2B, and the data typically coming from a CRM or marketing automation system. The pandemic has caused many B2B marketers to redirect their budgets to programmatic and digital campaigns, and to focus on fortifying relationships with their sales leaders to demonstrate return on ad spend.

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