B2B Marketers Like Technology but Ignore Data
Good marketing relies on a combination of different factors working together to reach the desired outcome for the desired goal. Of all of the aspects that go into a successful marketing campaign, the two most important are the technology used to spread your message and the data used to figure out what the message should be, as well as who should be targeted for the most success. If a company focuses on one over the other, they might still find success but it simply won’t be the same as a company that figures out the perfect combination of data and technology to increase their marketing success.
A recent report from Informatica in partnership with Dun & Bradstreet and Ascend2, called the The B2B Marketing Technology Strategy Survey took a look at the B2B (business to business) marketing scene as it stands in terms of tools and technology used, goals being aimed for, and the challenges being faced and tackled by marketers across the country. One of the major findings of the entire study is that marketers are big fans of marketing technologies and things that make them more efficient but that they still don’t understand or use data in the best possible way to help themselves.
It seems as though marketers have half of the combination to success but are lacking in the other half. Having the technology and knowing how to use it is nice, but it won’t mean much if you’re not targeting your efforts towards the appropriate audiences. This is especially true when it comes to the newer generations that are more in touch with social media than any generation previous. It’s interesting to see that marketers are relying on technology to overcome data and accuracy issues when it comes to targeting the correct audience. While technology can close this gap, it won’t work forever. The marketers that adopt a solid use of data as well as technology are the ones that are going to find the most success.
If you’d like to read more, the link is here.