Three Data Opportunities B2B Marketers Are Missing Today

Rolls of DataFor all of the discussion of data in marketing, and Big Data in 2014, most B2B marketers are showing they are inept when it comes to actually using data to improve the majority of their marketing.

Yes, B2B marketers are doing a few things well when it comes to using data:

  • B2B marketers are increasingly adopting marketing automation and using past behavior to deliver more relevant content.
  • Ads are (occasionally) targeted and relevant to discrete audiences, using retargeting or through data providers like Bizo.
  • B2B marketing performance is being carefully tracked and optimized based on reported results.

Sound ok? Before you give yourself a pat on the back, this isn’t even the tip of the iceberg! [Read more...]

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3 Steps to Using Data in an Imperfect Data World

Archery target with arrows around the edgeData is reinventing the online advertising market. Today, algorithmic media buying is one of the fastest growing areas in online advertising and without data, it wouldn’t even exist.

This isn’t just a consumer advertising trend, increasingly B2B advertising is being driven by data as well.

However, the problem with online data is it is inherently dirty. Collected from registration forms, browsing behavior or appended offline data sources, collecting online data is an imperfect process at best.

So what is the smart way to use dirty data to improve your advertising? Glad you asked.

Here are three steps that will guide both media and creative. [Read more...]

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