I’m back with my roundup of brilliant B2B marketers whom I’ve encountered this year. With a tip of the hat to those on my previous lists, it is my pleasure to introduce these fascinating colleagues to you. Our B2B marketing field has thrived in recent decades.
Forecasting the future is a dangerous but irresistible practice for observers like myself. So let me plunge ahead with seven bets on likely new developments in the world of B2B marketing.
Business marketers are always complaining about their customer data. “It’s pretty bad,” they’ll say. “It’s a mess.” But our latest study shows that prospecting data is surprisingly accurate — well over 90 percent.
Selecting solutions and integrating them with your existing technologies is only half the battle. Life with marketing technology gets even more interesting once you start putting it to use. Marketers are still having trouble deploying these systems to their maximum value.
B-to-B marketers are plagued by data problems. Business data is complex and fast-changing. Customers interact with us through a variety of channels, and often provide us with conflicting information. Our legacy databases are not as robust as we need. New tools and technologies emerge and must be evaluated. It's a never-ending battle. To shed some light on B-to-B data problems, Bernice Grossman and I compiled a working list of problems and solutions. Here are some of the thorniest.
The most reliable and scalable approach to finding new B-to-B customers is outbound communications, whether by mail, phone or email, to potential prospects, using rented or purchased lists. B-to-B marketers typically select targets from prospecting lists based on such traditional variables as industry, company size and job role, or title. But new research indicates that B-to-B prospecting data is much more detailed these days, and includes a plethora of variables to choose from