How B2B Marketers Can Absorb and Apply Data Effectively: Six Questions Answered

Platform fatigue. IP target restrictions. Challenges for measuring campaign performance. The impact of economic uncertainty. The disappearance of events faces facing…

B2B marketers face several problems and concerns related to unresolved data. Here are some answers.

  1. Do B2B marketers suffer from platform fatigue? If so, what is the solution?

Absolutely. A common theme for B2B marketers is that the number of platforms they need to connect to is surprising and downright complicated.

There are advertising platforms; you order platforms (DSP); research platforms; social and analytical platforms, direct editor, data management platforms (DMP), customer data platforms (CDP), sales automation platforms (Marketo, Eloqua, etc.), measurement panels (Tableau, Domo, etc. ) and customer relationship management (CRM) platforms.

One of the biggest disadvantages of using all of these platforms is that you store valuable data on each platform. Experienced marketers use computer science practices to gain valuable insights from available data; However, using these isolated data can be difficult.

  1. How can B2B marketers work around the limitations of IP segmentation?

When thinking about IP-based segmentation, several limitations make it difficult for a B2B marketer to accurately identify and engage end-users. Most importantly, IP segmentation does not allow a B2B marketer to reach a specific person; instead, IP-based targets will attract anyone who works for a specific company (for example, behind a common IP address), regardless of role or seniority.

To combat these limitations of precision and scope, B2B marketers can do a few things:

  • Enlist the help of a partner who can help build account-based marketing audiences (ABMs) across multiple high-value data providers and segment those audiences so that (B2B marketers) can target not only accounts but also job-based functions, such as seniority or position.
  • Consider creating a B2B setup that allows B2B marketers to discover the accounts currently on the market for the products they want to sell. These configuration signals can be used to refine and extend the sales lists generated by the sales team to additional accounts in a way that includes, for example, accounts that are evaluating competing solutions and may not have previously appeared in a list of destinations.

Engage meaningful data partnerships to improve not only targeted efforts, but also internal data science and analysis efforts. Being able to identify and perform data collaboration, especially data collaboration with third parties, is critical: it allows B2B marketers to “get to know” their end-user better and increases data privacy and security when done in a closed environment and safety.

  1. What are the main data differences between B2C and B2B marketers?

There are fundamental and indisputable differences between B2C and B2B marketers and their data. Just to name one, B2B data is even more isolated than consumer data.

Suppose a B2B marketer wants to run a programmatic campaign; to do this effectively, they need to extract and unify data from multiple sources. And in a typical process, they may need to obtain data from the IT website; CRM file, owned by the sales department; data, ownership of data science and analysis teams; and so on.

In the B2B scenario, marketers may be dealing with thousands or perhaps tens of thousands of individuals, while marketers, in the example of consumers, maybe dealing with hundreds of thousands or even millions of individuals.

B2B marketing is also different and somewhat impaired when working with marketing service providers, such as DSPs or publishers. This is because these platforms are not designed with B2B media strategies in mind.

For example, although a B2C marketer wants to reach a ‘technology enthusiast’ and can do this relatively easily, running a campaign through a DSP or publisher, it is more complicated for a B2B marketer. B2B marketers are eager to reach a “person” or “account” (a business they wish to enter); they need to be able to understand whom they are connected to in the sales funnel. Many of these functions are not available through platforms and systems developed based on consumer behavior about the behavior of the company or people within a company.

  1. What are the challenges that B2B marketers face when evaluating campaign performance?

In fact, it will be another major challenge that B2B marketers face in comparison to consumers. One of the biggest obstacles to measuring campaign performance for B2B marketers is the fact that most of the analytics platforms available are designed with consumer marketers in mind. These platforms do not take into account the exclusive B2B marketing funnel, where the focus is not on finding a person or a family, but on finding the purchasing committee within an organization made up of many different people from each other. They can have geographical areas. . Besides, the data needed to understand a campaign’s performance often comes from a CRM or marketing automation system (i.e., opportunities, leads, earnings, products, etc.) that helps.

  1. What are the consequences of the global pandemic and economic uncertainty for B2B marketers?

Let’s go back to January 1st, pre-COVID-19 and pre-recession or economic uncertainty, and again our previous example with Pieter; then continue for a few months:

  • When I contacted Pieter eight months ago with an announcement for a LiveRamp solution, I knew that, to some extent, he would be working in the office. It is linked to your employer’s IP address and the company’s network. So it would be reasonable to assume that I can use IP targeting to reach Pieter or his colleagues interested in my ad.
  • In March, however, almost everyone we want to reach will mainly work from home. A very professional segment of the American population went to an office every day to work at the kitchen table, making the IP approach virtually useless.

Although several solutions can solve this problem, the simplest solution is to use technology partners that combine an individual’s “consumer” and his “professional” to create a 360-degree view of the person, which can then be used to inform and authorize personalized advertising experiences, regardless of someone‚Äôs workplace.

The most successful B2B marketers we see are those who focus on and strengthen relationships with their sales leaders. If they can align their marketing goals and demonstrate success with the sales KPIs used by their sales leadership, they will be in a solid position to execute their marketing strategy.

B2B marketers, therefore, need to be more effective in finding the right target audience online at scale.

  1. B2B marketers spend a large part of their budget on real opportunities. How has that changed specifically as a result of widespread requests to stay at home?

Earlier this year, many of us planned to attend major conferences where we would meet with current and potential customers and even some new potential customers walking down the hall. This personal commitment is invaluable and can be a great benefit to the business, which is why these ongoing opportunities attract a lot of money for B2B marketing.

The same applies to any direct email campaigns scheduled for this year. Since most employers ask their employees to stay at home until late autumn or even early 2021, sending an email to a business address is useless. As a result, many of these budgets are diverted to programmatic channels to find and generate leads.