While the view from your office has likely changed, the expectation that marketers deliver leads is immutable. It just IS. There’s still a need to fill your B2B pipeline, even though all the usual spigots have temporarily run dry. Hold that thought…
Everything is Canceled, Non-essential Businesses Are Shutting Their Doors & the Rest of us Are Working Remote! As the world works together to stop the spread of COVID-19 those hardest hit are instituting policies that discourage and even restrict people’s movement.
In today’s world, data is everywhere. It’s easier than ever to collect data, and there is an ever-expanding collection of platforms on which to record it. But gleaning insights and making business decisions off of data that is represented in rows and columns is archaic and inadvisable. That is why many business use dashboards to visualize their data in different ways, allowing decision-makers to spot trends and patterns more quickly and clearly than through simple spreadsheets. There is no business or industry that can’t benefit from visualizing their data, but Manufacturers are the one group that can’t survive without it. For manufacturers churning out hundreds of thousands of products per day, a 0.5% change in operations could potentially mean a savings or cost of thousands—or even millions—of dollars.
One of the most common and difficult to solve issues B2B marketers face is proving the outcome of their efforts. We are increasingly tasked with driving more than just leads and awareness. In fact, many of us are now responsible for delivering impact on business goals like sales pipeline and revenue. But fewer than 20% of B2B organizations are comfortable with their ability to quantify the returns on marketing spend, according to Ross Graber of SiriusDecisions.
Data by itself has limited value, but when properly managed it becomes a strategic asset and a competitive advantage. The combination of new data collection methods, better analytics tools and easier to use B.I. systems enables analysts, marketers and executives to make better decisions and build holistic data-driven strategies.