For 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…]