Edition 3
Getting Creative with Data
Welcome to the third edition of our newsletter.
Data creativity is the difference between leaders and laggards in B2B. It’s the backbone behind every successful growth engine and secret to delivering seamless customer experiences. However data remains both a prized asset and a daunting challenge. Although organisations have access to vast oceans of data, collected from numerous platforms and sources, the struggle lies in successfully harnessing its potential.
In this issue we bring you the results of our own research into how data is being put to work in the real world of B2B. We’ll look at the art of leveraging data creatively - whether it’s refining your Account-Based Marketing (ABM) initiatives to target the most promising accounts or breathing new life into underutilised Martech platforms – and provide insights and strategies to help you navigate the complex terrain of data-driven marketing.
We’ll also update you on how to prepare for a cookie-less future, and what that looks like to set out a first party data strategy where content is king
Tech Marks the Spot!
We interviewed over 270 Senior Managers in organisations of more than $1Million turnover across UK, NAM and Middle East to find out what sources of data they have and how they are using it, to better understand why data is still the B2B Achilles heel.
In our first report focusing on Martech platforms, we found that whilst over 85% of organisations owned a Martech tool in ten categories (including ABM, sales enablement, email, marketing automation and CRM), the vast majority were not using them in the way they could. Only 30% were using them to gauge buyer intent, for example, or as a way to understand engagement levels at specific points in the sales pipeline. What our research tells us is that it’s not the amount of tools but the knowledge of how to use them effectively that adds value to growth strategies.
Read our report here to find out more and listen to our podcast with Deepak Jhakal of Pure Storage who talks about how he has successfully spearheaded use of intent data systems within the organisation.
Going Cookieless – 1st Party Data Strategy
The march to a cookie-less future continues with Google still on track to eliminate 3rd party cookies by the end of 2024, marked by January’s 1% reduction. With this change in the data landscape, it is pivotal that you develop a robust 1st party data strategy as the cornerstone of your future-proofing initiatives. Our Head of Demand Liz Wood delves into the critical significance of 1st party data in navigating the post-cookie era. Here she sets out steps you can take to develop 1st party data strategy, as well as some of the tactics marketers are using in the meantime, such as enhanced contextual targeting.
Why is data still the biggest challenge for ABM marketers?
Our State of ABM report for UK, Europe and North America found that the unifying challenge across all regions is, you guessed it, data. So we undertook a next phase of research to understand how data is being used for ABM in both large enterprise and smaller businesses to fuel decision making.
We set out to compare how the ‘Davids’ and the ‘Goliaths’ of businesses use their data insights to inform their account lists, their sales plays and ability to move at speed to respond to intent signals. Our report includes some clear steps organisations of different sizes can take to make their data work harder.
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Not all content is good content
It’s been said that Content is King and Distribution is Queen. Very true, it’s a marriage for sure, but as recent research tells us, B2B content is often falling short.
So no matter what your tactics to reach your audiences might be, if the content you serve isn’t resonating with them, then this marriage isn’t working.
Recent research from Edelman and Linkedin shows how thought leadership content impacts on a buyer’s perception of your organisation and is a key component of building trust, while also reassuring your customers that working with you means staying ahead with the best insights and solutions. But crucially the research also makes it clear that the key element is the quality of that thought leadership.
Measuring what matters: How do you know your content is working?
Content measurement and optimisation is hard. B2B Marketers know the important role content plays in their engagement strategies (even more so with Cookie degradation) but are often in the dark when it comes to understanding the impact that content has had on the audience.
How do we take away the guesswork and hypothesising around B2B content? MOI Global have teamed up with Rockee, a platform designed to help marketers understand the value of their content. We discuss why a lot of B2B content isn't trusted, and how adding in a layer of qualitative feedback on your content can help businesses understand audience intent and engagement, and dig a lot deeper into what's working, and all in real-time.
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