Merkle Inc. contributor Brent Walter has shared four steps to curating data for effective B2B marketing.

He says, “For businesses in the B2B sector, data curation looks a bit different. The core motivations and strategies are the same, but those strategies manifest in a way that’s very specific to the B2B buyer.

Step 1: Know the Data You’re Collecting

Before you can act on data, you must know what’s available and how it’s been collected. For all the data points you’re capturing, ensure there is clear documentation showing what the data is, where it comes from, what it means, and possible values for each customer. Understanding the various you’re your data can describe a customer is imperative to creating meaningful segments.

Understand who in the organization might find the data to be meaningful. Is it a sales metric or indicator? Does marketing need the data for messaging? Grouping like data together can create efficiencies for teams trying to refine audience opportunities.”

Curating Data for Effective B2B Marketing

Merkle Inc.


You May Also Like These Topics...

The Attention Economy—How Time Affects Your B2B Marketing Efforts [Podcast]

MarketingProfs has published a new episode of the Marketing Smarts podcast ‘The Attention Economy—How Time Affects Your B2B Marketing Efforts’ featuring Doug Binder. George B. Thomas says, “That concept is the catalyst for Doug Binder’s philosophy on experiential marketing. “We have streaming, we have social, we have podcasts and webinars, not to mention all of […]

Sharing is caring

Inclusive B2B Marketing Techniques You Can’t Afford to Ignore [Podcast]

MarketingProfs has published a new episode of the Marketing Smarts podcast ‘Inclusive B2B Marketing Techniques You Can’t Afford to Ignore’ featuring Sydni Craig-Hart. George B. Thomas says, “On the latest episode of Marketing Smarts, Sydni—who has developed a framework for inclusive marketing called LISTEN—explains why connecting with your customers is such a vital part of […]

Sharing is caring

MarketingProfs’ Three Predictions for B2B Marketing in 2023

Business-to-business marketing refers to the marketing of products or services to other businesses and organizations. It holds several key distinctions from B2C marketing, which is oriented toward consumers. MarketingProfs contributor Vin Turk has published an article featuring three predictions for B2B marketing in 2023. He says, “Here are my predictions for what that will look like. […]

Sharing is caring

B2B Marketing and AI for Streamlined and Strategic Communications [Podcast]

MarketingProfs has published a new episode of the Marketing Smarts podcast ‘B2B Marketing and AI for Streamlined and Strategic Communications’ featuring Peter Prodromou. George B. Thomas says, “AI is just an algorithm, after all. “Everybody is going to shop at Amazon because they have the best algorithm, and there may or may not be passion […]

Sharing is caring
Sharing is caring