Data is to B2B marketing what a strong prospect relationship is to sales—a prerequisite for conversions that skyrocket revenue.
All the data that sets the course of your marketing initiatives, from identifying customer preferences to budgeting and crafting immersive materials, can either be a powerful enabler or an impending threat.
Organizations Can Hardly Run Short of Data
Every day, the volume, variety, and velocity of marketing data increase exponentially.
Deriving useful knowledge from it is where the challenge comes in. The stumbling blocks multiply when rogue data is not immediately filtered out. An incorrect company contact may be the sole factor that hampers your campaign’s efficiency.
It’s a dire scenario that requires a real-world solution: the use of accurate B2B data.
Let’s take a deep dive into the lucrative data-informed strategies that enable you to bring greater value to your prospects and build customer trust.
Personalize Your Marketing Materials
Given the increased ubiquity of customized marketing initiatives, many B2B professionals are facing a new normal: putting data to work is becoming particularly salient for marketers who want to optimize their future advertising efforts and constantly drive a higher ROI.
The hyper-personalization of each prospect interaction is rightly prioritized. As generic content is less likely to draw the attention of the top-level decision-makers in your target market, authentic messages that resonate with your prospects’ unique interests may justifiably put the spotlight on your offer.
That’s why B2B data plays a pivotal role in every hyper-personalized marketing campaign; it grants you exclusive (and in many cases, real-time!) access to the individual characteristics of your target audience.
A customer-focused marketing plan is deemed successful only when you have a thorough understanding of your prospects. Using behavioral data will set you down the right path towards gaining a more objective view of your current (and potential) clients. A host of contextual insights into this data will also allow you to think broadly about your audience’s typical actions.
Once you uncover your prospects’ preferences, buying patterns, or technology usage, your ability to craft immersive marketing materials based on their specific wants will expand; and this kind of hyper-personalization sells—fast.
Expand Your Geographic Reach
B2B data grants new powers to marketers; scaling up to a wider geographic coverage area is one of them.
Expanding your brand presence is an efficient way to get your business known and bring new prospects into your sales funnel. To achieve this, it’s important to rely on actionable knowledge derived from high-quality data, not gut instincts.
While there are plenty of insightful informational sources that could be woven into this strategy, intent data is one of the most significant elements in your arsenal.
Prior to branching out into new territory, examine the purchasing signals exhibited by your target audience. Keeping a close eye on your prospects’ online activities will help you accurately pinpoint which geographic regions indicate an active interest in your brand or currently promoted product. Armed with such insights, you’ll be able to strategically prioritize high-value locations and make your geographic expansion into new areas less risky.
Perfect the Customer Experience
Even for well-seasoned marketers, the perfect customer experience may seem like a literary figment at times. Due to dynamic customer preferences and ever-shifting demands, marketers have to constantly find new ways to connect with their narrowly-targeted audiences.
The necessary insights needed to simplify the complex customer journey are, in fact, within reach; they’re all hidden in your data records. A data-driven marketing strategy allows you to take a step back and look at what’s working—and what’s not. The wealth of actionable information also helps to effectively gauge prospect expectations and reel in your next customer through meaningful offers.
Developing a rich experience for your prospects is likely to improve customer engagement that, ultimately, translates into company-wide benefits, such as confident decision-making and greater collaboration between departments.
Use Valid B2B Data to Develop High-Impact Campaigns
Data-savvy marketers are fervently outnumbering professionals who ignore knowledge-based marketing programs.
Although B2B marketers take advantage of vital client information in different ways, they generally agree that data-driven marketing allows for a holistic view of the customer and helps professionals to establish stronger connections with their prospects.
B2B data is, therefore, fundamental to refining the customer experience, customizing interactions accordingly, and delivering better service.
