The Marketing Growth Triad: Data, Tech, and Creativity

Marketing Strategy — Wed., May. 10, 2023

The modern business world has become increasingly reliant on measurable and data-driven performance. As a result, B2B marketers are now tasked with driving business growth, with CEOs expecting 78% of them to do so. To succeed, marketers must adopt the growth triad, an integrated approach that uses data analytics, technology, and creative resources to inform a campaign strategy. Data provides the foundation to form strategic decisions and direct messaging, while creativity and technology bring those messages to life and capture leads.

All components of the growth triad are linked, and marketers must unify them to maximize success. Data should be kept at the center of strategy and inform messaging, customer-journey planning, and more. Creativity, meanwhile, uses the data to communicate the organization’s values and capabilities in a way that resonates with the target audiences. Technology is then used to distribute the messages and capture leads, meeting buyers where and when they need the services most.

Organizations must adopt the triad model to succeed in a complex buying and selling process. Data-driven marketing teams will provide flawless customer experiences and drive revenue growth to fortify the business, ensuring loyalty over the long term.

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