How to Use Data to Innovate Marketing Campaigns

55% of sales leaders witnessed increased lead conversions with intent data, a stat that marks a new era in the art of sales and marketing. 🔍 A Personal Tale: From Data Jungle to Targeted Strategy 🔍 I once partnered with a client who was overwhelmed by a deluge of intent data from Bombora. Picture navigating a dense jungle without a map. The data was vast but unstructured, not effectively mapped to accounts. I was reminded of Craig Rosenberg's words - "The key on intent is fit comes first." 💡 Turning Complexity into Clarity: The Role of Context Our quest was clear: to cut through this jungle and find a path. We initiated a meticulous cleanup, aligning intent data with specific accounts. Then, we took a pivotal step further by focusing on contextual intent data. 🧭 Unlocking the ‘Why’ Behind the Data Contextual intent data is like a compass in uncharted territory. It goes beyond identifying interested accounts; it's about grasping the reasons behind their interest. This deeper understanding enabled us to tailor our approach, addressing the specific needs and challenges of each account. 🌈 The Outcome: Precision-Driven Sales and Marketing Success The transformation was remarkable. Sales dialogues became more focused and resonant. Marketing campaigns struck a chord, addressing the unique context of each account's journey. 🛤️ A 5-Step Blueprint to Mastering Contextual Intent Data Data Harvesting: Collect intent data with an eye for the underlying context of each interaction. Intelligent Mapping: Align this data with specific accounts, illuminating your path through the data forest. Tailored Tactics: Customize your outreach based on the nuanced context of each segment. Adaptive Campaigns: Launch dynamic, context-sensitive campaigns that connect deeply with each account's narrative. Strategic Refinement: Continuously evolve your strategies, responding to the ever-shifting landscape of intent signals and contexts. 📈 Beyond Just Data Points: Contextual intent data isn't merely a collection of information; it's a storytelling tool. It's about transforming raw data into compelling narratives that not only reveal who is ready to buy but also why they are on this journey, creating more meaningful and effective sales and marketing engagements. Step into the world of contextual intent data and watch your sales and marketing narratives change from abstract data points to stories that connect and convert. #ContextualIntentData #SalesInnovation #MarketingTransformation #DataDrivenDecisions #BusinessGrowth #B2Bmarketing #ABM #accountbasedmarketing #METABRAND #IndustryAtom

I've come to understand that the real magic happens when you can transform raw data into actionable insights. Now this logic probably won't work in your relationships, but ... you'll most likely find more success at work. 😆 Achieving this requires more than just intuition; it demands a rigorous, strategic approach to data analysis, especially critical during those pivotal monthly and quarterly reviews, and some great debate conversational skills-you'll see why. What revenue leaders need—and what new marketing leaders must learn—is the importance of grounding their strategies in solid, data-driven evidence. *Read THAT AGAIN. To navigate those conversations, one must rely on reports(data), meticulously tailored to various segmentations such as persona and use cases. This is how one navigates from the ASK -> ACTION. The sales funnel is your beacon in navigating the complex journey of #demandgeneration. It offers a detailed view into the genesis of revenue, tracking Closed Won (CW) opportunities by pipeline source (PS), and dissecting metrics such as Average Annual Recurring Revenue (ARR) and sales cycle lengths. This analysis extends to the creation and conversion rates of qualified opportunities, providing a clear picture of your marketing effectiveness. The #attribution analysis is essential for understanding the impact of our marketing efforts. By categorizing qualified opportunities and high-intent submissions through self-reported attribution (SRA), we can pinpoint the most effective channels and "touchpoints," guiding our investment strategies. This one pains me sometimes; investment insights. We examine everything from total marketing spend to Customer Acquisition Cost (CAC) and the payback periods, ensuring every dollar is accounted for and aimed towards maximizing ROI. For new marketing leaders, here's my advice: Live in the Data. Use these reports as lenses through which to view the entire marketing landscape. Each campaign, whether it be a podcast series or paid media, should be meticulously tracked and analyzed. This not only provides a roadmap for navigating through the complexities of marketing strategies but also acts as a powerful mentorship tool, enabling your team to quickly identify and capitalize on opportunities for improvement. In essence, the arsenal of reports and analytical tools we've developed are more than a collection of data points. It's a strategic asset that enables us to continuously refine our approach, ensuring our marketing efforts are not just efficient but strikingly effective. By embracing a data-first mentality, we navigate the competitive digital landscape with confidence, driving growth and success through informed, evidence-based strategies. This is the new paradigm for marketing leadership, one where data and action converge to create tangible results. #digitalmarketing #dataanalytics #growthmarketing #marketinginsights

Some brands will ALWAYS stay a few steps ahead. It's not because they have a big budget. Or a big marketing department.  If I were to break it down, you'd see that the ONLY distinction between leading and following comes down to one thing: The depth of market intelligence in a brand's strategy. Here's how you can copy a big brand’s strategy and use it in your company:  First, and I can't stress this enough, you have to do more than just collect the data. You have to think BIGGER. You want your insights to do more than just shape campaigns. You need to know how to read the story the data is telling you. And then turn that story into actions. The story your data is telling will help you understand: - Current trends - Consumer behaviors - Competitor strategies - Low hanging fruit - is your approach working, why or why not Once you have a strong hold on these elements, you can develop marketing strategies, campaigns and tactics to win more customers and position as a forerunner in the industry. For instance, The market is continuing to shift toward sustainability, but just plastering eco-friendly on your packaging isn’t enough. Recently, a client came to us wanting to go all-in on the sustainable movement. We used a combination of website user behavior, historical customer segment knowledge, and consumer trends data to pinpoint when in the buyer journey to introduce the sustainable value prop and where in their online presence it best aligned with that buying phase to make the biggest impact. This approach moved us beyond reactionary marketing that makes sweeping changes from general trends into a strategic approach that reacts quickly with more input for bigger outcomes. Businesses that know how to use market intelligence see a 60% increase in profits and productivity, Because their strategies are more in tune with market demands and less about guesswork. #marketing #digitalmarketing #b2bmarketing

Marketers: If you’re only using surface-level data to look at day-to-day metrics, you’ll be lightyears behind your tech-forward peers by 2025. And you can't afford to lose your edge in this market. Every tool in your stack has some form of reporting, but that data is likely isolated to just your performance with that tool. Recent AI advances are changing that. New data intelligence tech can connect the dots across software + even analyze metrics from other brands in your category to help you make better business decisions. Want to make data your superpower? Look for data intelligence platforms that can deliver in these 4 ways: 1// Deep Customer Insights According to McKinsey: - 71% of consumers expect companies to deliver personalized interactions - 76% get frustrated when this doesn't happen Look for tech that can tell you: - Who your customers are - What stores they shop at - Which influencers they follow - The social platforms they prefer This info will give you the power to build data-driven personalized pathways and better allocate your paid media budget. 2// Customer Acquisition Optimization CAC is 50% higher than it was before iOS 14, impacting brands of all sizes. Good CAC analysis can help you understand: - The ROI of every marketing dollar - Which channels are working best You *need* this info to allocate your resources most effectively. Consider tech that uses aggregated data & predictive models to: - Help you find *the right* new customers at the right time - Target new customers with ads more precisely - Reduce wasted spend 3// Expanded Customer Lifetime Value It’s ~5x more expensive to acquire a new customer than retain an existing one. Increase retention by using AI-driven tech to better understand your customers' spending behaviors and preferences. Then use that data to identify: - Who your best customers are - Key drivers around growth and retention - Which offers are driving repeat purchases 4// Competitive Differentiation It’s no secret that competition is stiff, making it harder and harder to stand out. Without insights into how your business stacks up against your competitors, you can't truly measure your marketing performance. Look for technology that provides: - *Tactical* benchmark data (not just industry performance metrics, but data that can show you what the high performers in your category are doing and how you can level up) - Actionable insights that help you improve the health of your business Then, use that data to make informed decisions around high-impact campaign optimizations. Scaling profitably has never been harder. To break through and become a valuable business at scale, invest in tools that: ✔ Lower CAC ✔ Improve LTV ✔ Offer deep customer insights ✔ Show you your performance vs. peers What AI tools are you seeing value from right now? Let me know in the comments!

What is the future of marketing personalization?🚀 💡 As we dive deeper into the digital age, the power of personalization in marketing continues to unfold in fascinating ways. With AI revolutionizing how we approach customer segmentation, I find myself curious—and maybe a bit cautious—about the possibilities it unlocks. Personalization isn't just about addressing someone by their first name in an email anymore. Today, AI enables us to analyze complex customer data and predict purchasing behaviors with impressive accuracy. This means campaigns can be more targeted and more effective than ever before. But how are these advancements shaping the customer experience? Are we seeing a significant uplift in engagement metrics when using AI-driven insights? Moreover, as we harness these powerful AI tools, it's important to consider the ethical side of data usage. How do we balance highly personalized marketing with respect for privacy? Are there clear lines we should not cross, even if the technology allows it? In looking to deepen my understanding of AI in customer segmentation, here are a couple of recent articles I found that provide insights and perspectives: "Reimagine customer segmentation: Harness AI for dynamic personalization and targeting" by ZS - This article discusses the shift towards dynamic personalization in customer segmentation using AI. It explores the integration of attitudinal and behavioral data to create microsegments, enhancing personalization and marketing ROI. The approach not only adapts to consumer behaviors but also aligns with strategic brand goals.https://lnkd.in/gHYjyNxB "Revamp Your Marketing Campaigns With AI Customer Segmentation" by Pecan AI - This piece outlines the advantages of AI-driven customer segmentation over traditional methods, emphasizing precision, dynamism, and predictive capabilities. It explains how AI can reflect real-time changes in buyer behavior, improve ROI, and aid in making informed strategic decisions in marketing campaigns. https://lnkd.in/gWA9QQbc But how does this all translate over to a seamless B2B marketing experience, creating more targeted and effective marketing campaigns? I love learning from others and am eager to hear from the marketing sphere—how are you integrating AI into your customer segmentation strategies? What successes and challenges have you encountered? And critically, how are you navigating the complex terrain of ethics in AI? Let's start a conversation on these pivotal topics. Your insights not only help enrich our collective understanding but also shape the future of responsible and effective marketing. Share your thoughts below! 🚀🔍