How to build a data-driven marketing strategy for maximum impact.

What is data-driven marketing for B2B success?

Data-driven B2B marketing is a strategic approach to campaigns using the analysis of big data to inform objectives. It’s quite hard to imagine a time when ‘big data’ wasn’t a part of our vernacular. Such an introduction has been encouraged by the rise, embrace and impact of digitalisation.

Overall, I believe it’s a positive evolution as we can set aside assumptions and create personalised, targeted content that responds to the needs, preferences and behaviours of target audiences. This helps establish deeper connections for brands, forms communities and encourages higher conversions.

Before I delve into the details, I would like to state that data-driven marketing must be adopted in good faith. The use of the word ‘data’ is likely the key point here; perhaps ‘information-driven’ marketing would be slightly more appropriate, as ‘data’ can be interpreted in multiple, and often misleading ways.

However, the zeitgeist has spoken, and I’ll stand firm behind my selected title. Let’s just be aware of the “7 deadly sins of data-driven marketing” – this is a fantastic visual depiction of what shouldn’t be done. Right, now that the don’ts have been acknowledged, let’s dive in!

Benefits of data-driven marketing for B2B

B2B marketing is a different beast to B2C, but the founding principles remain the same. We’re all communicating with people. We’re all consumers, let’s not forget that fact – and as consumers, we’re inundated with brand marketing and messages. Some of it we forget, some we loathe and some leaps into our lives and life begins again. To elevate your brand as not just a ‘some’, data-driven B2B marketing must be harnessed to differentiate your brand from competitors and demonstrate your true value to customers, and potential customers.

With data-driven marketing, you increase the possibility of engagement – perhaps they’ll read to the end of your blog, or watch until the end of your video? Maybe they’ll digest all of your content on a campaign landing page and perform your carefully created CTA just how you predicted? All of these things are possible if you’re equipped with real knowledge that can be used to activate your B2B marketing strategy.

Discover your ideal marketing channel.

I’ve touched on it briefly but the who, what and how is all great, but the where is vital. So many of us are engaged with many mediums and platforms, whether it’s printed magazines, online forums or social media platforms, your target audience is likely active in various digital, physical and virtual locations. Understanding how your target individual reacts to content is great, but perhaps they only act via social media, or maybe they simply prefer to email? This means that your content must be visible across all channels, at all times, and careful consideration must be given to all CTAs – it’s your job to capture people when they’re ready to be captured!

Personalise your content to your audience’s needs.

In today’s landscape, personalisation is key to holding your audience’s attention. The use of data will enable you to create content that you know will resonate. However, remember there’s a fine line between creating content for a group of people you know want one thing but are actually at various stages of the purchasing cycle. This is where taking the time and drilling down further into segments will allow you to create email marketing campaigns. For example, you could focus on individuals who are interested in a certain challenge but are completely new to the solution. Then some have the same challenge – let’s use sustainability as an example. Perhaps they’re fully on board with the need to embrace a circular economy and are already looking for eco-friendly products, they don’t need educating, these people need advising on what will help them be competitive and establish a future proof business – at this point, you’re going for that sales conversion!

What are the challenges of data-driven marketing?

I’ll reference the ‘seven deadly sins’ again. Let’s be honest and transparent and not create content that fuels the marketing team’s ego. Just because we’d love to do this or that – doesn’t mean we should. Of course, there are other challenges of a more practical nature.

Gathering all the data.

This is a big one! Gathering the data from a variety of sources is quite a large task. With so much potential information out there from different platforms, collecting, organising, interrogating, segmenting and structuring the data could become overwhelming. I think it’s important to embrace the tools that are available to you within social media and CRM systems and create a simple process that filters everything into a centralised location ready for analysis. But I’m not trying to scare you off, it simply takes a team effort, and luckily you have one at your disposal.

Ensuring data privacy and compliance

We’re in the business of collecting. Just think about the amount of information we hold on individuals that buy or could potentially buy products or services. It’s remarkable. We have a responsibility to remain ethical, which means there are very specific laws we need to adhere to. Firstly, do you have consent to retain an individual’s information, and have we granted them the opportunity to opt-out of communications? B2B brands must also have a lawful basis for collecting and retaining people’s information – meaning, you must have legitimate reasons related to your business.

All of this can become overwhelming so as marketeers and communicators, seeking the advice of data protection and IT professionals will be helpful during your research and data fuelled endeavours.

Effective data analysis.

The ability to analyse data will be the make-or-break factor of a B2B data-driven marketing campaign. And of course, it is challenging due to the volume. But also, please be aware, just because you have endless amounts of data, doesn’t mean you have captured something insightful or actionable. All of your data must be interpreted accurately and honestly to inform strategic decisions.

This will often blend marketing, business and technical skills. A partnership that will conquer data and uncover golden pieces of information that will transform your marketing efforts.

Your dedicated data-driven marketing agency.

All of this to say: data-driven marketing is vital in 2024 and will continue to be in the future. With the emergence of AI and the uncertainty of what’s real and what’s not, it’s essential to be the brand that your audience can count on; the one they can trust. If you’re planning ahead for 2025, the team and I at Wyatt International would love to talk to you about your plans, target audience and discuss the ‘in an ideal world’ scenarios. Who knows (we do), with data-driven marketing you may just transcend everything that’s come before.