The B2B marketing function: a collective, cross-functional effort
Faced with the complexity of decision-making ecosystems among their business targets and the diversity of customer profiles in B2B, marketing teams need to adapt their marketing approaches according to different criteria such as company size, business sectors, economic models... in order to bring clarity and relevance to the offer. It's all about striking the right balance between different approaches and positioning.
The functions of marketing teams within companies very often place marketing decision-makers at the center of the game, whose role is to act as a unifying force in thinking about the company's strategy.
In btob, marketing challenges mainly revolve around the performance and qualification of the contact base, with a view to adapting strategies for decision-making, creating quality content to enable the implementation of an ABM strategy, acquiring new customers with longer and more complex buying cycles, carrying out retention or up-selling actions, adapting communications, and carrying out specific actions for and towards the trade.
To achieve this, it is becoming increasingly common to understand and analyze both internal and external data in order to obtain rational elements.
What is data marketing in B2B companies?
Data marketing, or data-driven marketing, refers to marketing based on the use of data. It represents an increasingly important part of marketing actions, in the context of the digitization of marketing professions, which leads to the collection of ever-greater masses of data. Marketing data covers all the information a marketing department needs to improve the performance of its action plan. It is the set of internal and/or external data that will enable them to :
- Enhance market intelligence: detect market signals, be alerted to competitor events
- Have enough information about your customers to develop your business relationship with them
- Identify new targets based on profile models
- Identify and improve what's not working
- To create and improve your products and services
- Improve campaign performance through more precise targeting
- Offer your customers a better experience
- Generate business opportunities
How to leverage data in your marketing strategy?
First of all, we need to ensure that the data made available to marketing teams is up to date and sufficiently complete to enable the creation of a Unique Customer Repository (UCR).
It is essential that it is of high quality and easily exploitable so that it can be used in operational tools such as CRM, ERP, CDP, DMP, business intelligence tools or AI platforms.
To achieve this, it's a good idea to enlist the help of a partner to carry out the data management process that will lead your company to the implementation of data governance.
Once the entire data management process has been completed, anything is possible, whether it's to set up business intelligence, segmentation .... or simply to ensure that the information in your tools is fresh.
It's all about using your data to set up campaign triggers, determine appetence profiles, and project your targets onto a prospect base.
Getting btob marketing teams to work with data
The ultimate goal of any marketing team is to enable the company to increase its turnover through the number of sales.
More and more companies expect their marketing teams to be data-driven, and this trend will continue in the future.
By having a data-driven approach, marketing will be able to meet the needs of defined targets, build lasting relationships and ensure continued growth in their markets while complying with the RGPD.
Understand your targets/prospects/customers with a rational approach to B2B marketing
Data-driven marketing can provide an accurate assessment of the performance of your marketing tactics, strategies and campaigns. It can help you create highly targeted campaigns with unique, personalized messages for each customer. Data will give you insight into each customer, including their interests, lifestyle and online activity.
With data marketing, you'll have a number of advantages to help you carry out your day-to-day tasks:
- Increase sales opportunities
- Segment your targets
- Customer knowledge
- Improve your products
- Know your market and competitors
- Adapt your messages and campaigns
- Offer a better customer experience
- Build customer loyalty
- Generate additional sales
- ....
Ellisphere's strengths for your B2B marketing needs
With over 120 years' experience in the data industry, Ellisphere offers B2B players
30 experts dedicated to data marketing have helped more than 1,000 customers develop or implement efficient solutions to boost their sales.