Four Steps to Curating Data for Effective B2B Marketing
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.”
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