Navigating the Data Maze

5 essential insights for B2B marketers

As one of our data experts in our B2B marketing agency, I’m constantly fielding questions about data: how to harness it, analyze it effectively and leverage it to make a real impact for our clients and their complex customer journeys.

With 73% of B2B marketers using lead conversions as a performance metric (CMI), and an average of 18 data sources for reporting (Salesforce), there’s a ton of data out there in the B2B world.

But why do we care about data?

Simple: It’s about increasing sales. By tracking various metrics, you can see what’s working to refine your efforts and move the needle for your customers.

I’m sharing the top 5 questions I frequently receive about best practices for a data-driven approach to B2B. Let’s dive in and spread the wealth of data insights!

Top 5 Questions About a Data-Driven Approach to B2B 

  1. Why is data-driven decision-making especially vital in B2B marketing?
    Knowing exactly how, when and where to target B2B audiences is a challenge, but data reduces some of the uncertainty. By providing a view into buyers’ behaviors, marketers can use metrics to increase the precision of design elements, strategy execution and optimization to maximize the ROI of the marketing investment and increase profits.
  2. How do you build an effective attribution map, and what is the impact of it?
    We start by defining meaningful conversions to measure. From there, we retrospectively analyze the user journey, collecting touchpoints from each source. Since B2B decision processes are complex, we keep this mapping process iterative, constantly monitoring both the touchpoints and the weight of each to ensure the model fits the business.
  3. Why do I hear that B2B needs to be personalized?
    Because it’s important! Message personalization depends on three factors: content, timing and location. Data helps identify where along their journey a buyer is so to target them with the most effective message at the right time and place. Personalization also helps build trust by showing customers that their needs are understood.
  4. How can you have a comprehensive approach to data analysis to improve your decisions?
    The first step is to build an analysis framework based on business objectives. Once we identify the audience and user journey, we gather data and conduct the analysis. We work collaboratively with experts from each field — marketing, content, user experience, etc. — to obtain insights that are not only descriptive but also action-oriented. This multidisciplinary approach informs more effective decisions.
  5. What do we expect for the future of B2B marketing measurement?
    Today’s hot topics are Data Privacy and AI. Advancing user privacy regulations require having ethical practices in place for data usage that both comply with regulations and proactively protect the privacy of our audiences. Since these practices yield less data, the power of AI can fill those information gaps through predictive modeling and advanced data analysis for similar insights and enhanced data privacy.

Maximize Your Marketing Strategy ROI

We are in a moment where clients need to demonstrate the impact of their marketing investments on financial outcomes. Tracking ROI, or the efficiency of digital marketing spend, makes that possible.

But dealing with B2B marketing data is complicated. To measure the influence of your efforts, learn from mistakes and identify what works best, you need precision. The tools are advanced, clients are more demanding and personalization isn’t just a good idea — it’s essential.

My team and I specialize in helping businesses navigate this landscape and can assist you in selecting the right tools and refining your analysis approach to get the most out of your data. Don’t let valuable insights go to waste. Get in touch with us today, and let’s make your data work for you.

About the author

Hi there, I’m Facundo Lagger, Digital Analytics Director at RAB2B.

I live in Cordoba, Argentina, where I was born and raised. My background is in advertising, with a focus on design and creativity. While working as a designer, I found myself increasingly drawn to tasks related to social media and advertising. It was during this time, while optimizing campaigns, that I discovered my passion for data analysis and pattern recognition. Outside of work, I love spending time in nature, whether it’s camping or playing sports like soccer or basketball.