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Two great ways to use data to inform your business-to-business marketing strategy
Via Joemktg
Via Joemktg
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Rescooped by Luca Naso from The MarTech Digest |
Scoop.it!
Luca Naso's insight:
Nowadays the customer's journey is more complex than the classic "sales funnel", it has several touchpoints and continuous back and forths.
Companies need an automated system to collect, analyse and leverage all of the information produced along the way.
How to do that? Two common methods are:
1. Lead Scoring, to improve efficiency of marketing strategies
2. Predictive Analytics, to anticipate behaviours and improve ROI
You probably don't have big data, and you really don't need it. So long as you have a good MAP implemented, you can take advantage of all these benefits. It just requires a bit of smart upfront work.
Great piece on how to tackle big data.
Big data is becoming increasingly practical & critical in B2B, with maybe less focus on statistics & more on meaningful usage, to optimise leads & predictive behaviours.
Who has concrete case studies about it ?