Data-driven decision-making is a current trend that is here to stay
Modern marketing is a highly competitive environment – especially B2B (Business to Business) marketing where the biggest challenge for every marketer and demand generation team is to stand out in the cacophony that is today’s digital world.
In most industries, channel saturation has been reached; most channels are bombarded with ‘hit and miss’ marketing content, often not very favourable to the brand you wish to portray. Arguably, one of the biggest and most important challenges in B2B technology marketing is bringing together the key data sources into one clear picture of each customer, target account and prospect. Today, with data locked up into silos called CRM, Salesperson’s spreadsheet, Marketing Automation and Web Analytics to name a few, demand generation teams cannot see the whole customer journey – this limits the visibility of finding out what content works, what does not and the contribution this has to the pipeline.