Ethical Marketing Can Clarify Muddled Data Use and Marketing Goals

Marketing Strategy — Thu., May. 29, 2025

B2B marketers often struggle with opposing forces, leading to unclear data strategies and marketing goals. They must balance expanding their audience while targeting specific personas and adhere to privacy regulations while collecting customer data.

Marketers must be customer-obsessed, but also push messaging based on internal priorities. Yet, they expect quick results from campaigns, despite long buying cycles. This results in a jumbled strategy to please both sides of the push-pull battle.

To build a better data strategy, marketers need a "north star" to focus on and prioritize. The concept of ethical marketing, which respects consumer rights and privacy, can guide them. It includes transparency and trust, thoughtful interactions, and values-driven marketing.

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