Let’s start with some numbers. 64% of marketing executives strongly agree that data-driven marketing is crucial, yet it accounts for only 20% of overall marketing spend.

B2B marketers: it’s time to close this gap. Why?

Companies using data-driven growth are already reporting 15-25% increases in revenue and profits.

The data-driven marketing imperative

Marketing is on the hook to deliver results directly impacting business growth. That’s the gig. 

Unfortunately, my fellow gut-followers are SOL. Our guts won’t cut it anymore, not when everyone you’re competing with is using data to:

  • Understand customers on a ridiculously granular level 
  • Identify the juiciest market opportunities
  • Determine the optimal marketing mix to nab potential buyers
  • Predict which actions will drive the best results
  • And just overall maximize marketing ROI

Companies that don’t take advantage of their data will eventually disappear. Sucks for some of us, huh? Data-driven marketing has become table stakes for survival. The sky is falling – hide under the data tables!

What you're up against

Becoming data-driven for many B2B marketing organizations requires a significant mindset and operational shift. Top challenges:

Data quality and management

Garbage in, garbage out: 77% of orgs face data quality challenges. Collecting data is easy – ensuring its accuracy and usability is hard. Disconnected systems, manual processes, and lack of data governance lead to silos and inconsistencies that undermine analytics efforts. 

Analytical skills gap 

Marketers often need more technical know-how to turn data into knowledge. From data comes knowledge. From knowledge comes wisdom. Without getting too Mr. Miyagi on you, you want wisdom. 40% of brands plan to increase their data-driven marketing budgets, but many need help finding talent with the right mix of marketing and data science expertise. 

Actionability

Marketers are drowning in dashboards but thirsting for insights. Vanity metrics like impressions and clicks don’t tell us much about business outcomes. Focusing on the wrong data or drawing faulty conclusions is counterproductive. 

Change management

Becoming data-driven requires changes to people, processes, and technology. Getting buy-in and driving adoption is often half the battle. People naturally resist change when they don’t understand the “why”.

The good news is that these barriers can be surmounted with the right frameworks. “What frameworks?” you ask, dear reader?

Data-driven B2B marketing in 4 steps

Going all data-gaga with your marketing is a significant undertaking, but it’s manageable when broken down into clear steps:

1. Lay the data foundation

Before diving into analysis, you must ensure you’re working with complete, accurate, and usable data. (The garbage in, garbage out thing…) 

Start by auditing your existing data sources across marketing, sales, and customer success. Identify where data is isolated, inconsistent, or incomplete.

Then, data governance policies should be defined, specifying what data to collect, how it should be formatted, who can access it, and how it will be maintained. Establish a data dictionary to standardize field names and definitions across the org. Are we having fun yet?

Evaluate your martech stack to identify gaps and redundancies. Integrate your most vital systems – customer relationship management (CRM) platform, marketing automation platform (MAP), and web analytics tools –to enable a 360° view of prospects and customers. Consider investing in a customer data platform (CDP) to unify and activate data across channels. TLAs, YMMV, LOL.

Finally, clean and normalize your data. Merge duplicates, correct inaccuracies, and ensure consistent formatting. This is tedious but critical - your analysis is only as good as the data fueling it.

🧽 Tools to explore: Segment, Tealium, Talend, RudderStack

2. Use analytics to surface insights

With your data foundation in place, you can start extracting insights. Begin by identifying the important business questions you want data to answer. What are your top objectives and challenges? What customer behaviors most impact marketing outcomes? Let these questions guide your analysis.

Gather relevant data in one location to streamline your analysis work. Invest in a business intelligence (BI) tool that enables data modeling, exploration, and visualization. 

Analyze data through techniques like:

Remember, the goal isn’t analysis for the sake of analysis. Focus relentlessly on actionable insights that can improve marketing performance. Remember that wisdom thing?

Get everyone on board through intuitive dashboards and data visualizations tailored to different audiences. Enable self-service analytics (“you can do it, we can help”) so stakeholders can explore data that is relevant to them. Get it into the culture.

📈 Tools to explore: Agency Analytics, Tableau, Looker, Domo, Qlik

3. Turn insights into action

Insights only matter if you apply them. Use your findings to optimize every stage of the buyer’s journey. Some ideas:

  • Build target account lists and ideal customer profiles (ICPs) based on firmographic and behavioral data
  • Develop personalized content and offers informed by audience insights  
  • Run predictive lead scoring models to surface high-intent prospects
  • Trigger targeted nurture flows based on content affinity and product interest
  • Determine optimal marketing mix by analyzing channel performance
  • Test messaging, creative, and calls-to-action (CTAs) to see what best resonates
  • Identify and replicate successful campaign tactics across segments
  • Feed account insights to sales to tailor outreach and proposals
  • Analyze post-sale data to optimize retention and expansion efforts
🏃 Tools to explore: 6sense, Confluent, Indicative, Blueshift

4. Optimize performance continuously

Data-driven marketing is a way of operating, not a one-time initiative. Commit to iterating and improving over time. 

Try, measure, adjust, repeat.

Evaluate the accuracy and completeness of your underlying data regularly. Run data quality audits and address issues at the source. Monitor data usage to ensure insights are being applied across the business.

Measure the impact of your analytics through KPIs directly tied to revenue. Toss these at the top of your reports! Pipeline growth, lead-to-opp conversion rates, deal velocity, win rates, and CLV illustrate marketing’s value in terms the C-suite cares about. 

Build an agile approach to campaign planning and execution. Experiment with new segmentation approaches, content angles, tactics, and channels. Quickly double down on what works and divert spend from what doesn’t. Gogogogo!

Perhaps most importantly, foster a culture of data curiosity and experimentation. Make data literacy a core competency for your team. Celebrate successes and share learnings from failures. Empower everyone to ask questions, challenge assumptions, and validate hypotheses with data.

♻️ Tools to explore: Fivetran, Supermetrics, Databox, Improvado

Make it go brrr

Ready to become a data-driven marketing organization? Start here…

1. Get leadership buy-in

Outline how data-driven marketing will impact revenue-driving activities. Come armed with benchmarks and case studies to build your business case. Paint a before/after picture showing processes and outcomes with a data-driven approach. 🤝

2. Assess your data maturity

Conduct an honest evaluation of your current state. Where is data siloed or inconsistent? What percentage is usable for analysis? How much manual effort goes into preparing data? Do a SWOT analysis to highlight gaps and opportunities. 🔎

3. Democratize access to insights 

Don’t keep data in a black box controlled by the few. Implement self-service BI tools so stakeholders can interact with data directly. Empower teams with dashboards tailored to answer their specific questions. Make insights consumable with data visualizations. 🎳

4. Embed data into every marketing process

Make data an input to critical activities like campaign planning, content creation, channel optimization, and lead scoring. Use insights to prioritize tactics that are statistically more likely to perform. Establish KPIs to measure what’s working. 📊

5. Communicate wins

Share data-driven successes far and wide. Highlight how insights led to more effective content, higher converting campaigns, or accelerated deal cycles. Draw a straight line between data efforts and outcomes the business cares about. Success breeds more buy-in and momentum. 🏆

‍

Becoming data-driven doesn’t happen overnight. But every step toward data moves you closer to more efficient, effective, and impactful B2B marketing.

The global Big Data Analytics Market is expected to exceed $650 billion by 2029. That's billion with a “B”, as in big bucks, buckaroo.

Don’t get left behind. I never promised it’d be easy, but it’s kind of a big deal.

‍