Data is scary. It’s a bit like taming a lion – you have no idea what it’s going to do, it seems to be everywhere, and if you’re not careful, you’ll end up running for your life. Unfortunately, it’s becoming an increasingly important part of the job for B2B Marketers. We live in a digital world, and digital means data. Every interaction, every transaction, every like and every share is counted, tracked, and measured somewhere. We’re all so used to the lion in the room that we don’t usually even notice it – until we get asked to tame it.
Enter data-driven marketers. Those bold, banner-waving lion – ah – data tamers who have found the secret to wrestling customer information, and getting trends to leap through hoops. Data-driven marketers turn complicated data into actionable insights that inform their marketing strategy and help build relationships with clients and prospects. If your data is scaring you, these three data-driven marketing techniques will help you tackle it, tame it, and put it to work.
Focus on the customer experience
Customer experience is at the center of data-driven marketing. Much of the data you’ll be wrestling with comes from your customer – their behaviors, interactions, and demands will form the basis of the trends you’ll work your strategy around. Analyzing your data gives you insight into your buyer’s needs. It allows you to speak their ‘language’ and offer them exactly what they’re looking for at each stage of the buying process. This kind of personalization builds stronger relationships with your customers.
Measure the Metrics that Matter Most
Metrics are the how-to guide to taming your lion. You need them – but which ones matter most? Measuring all of them isn’t the way to go, and can actually distract you from spotting the trends that can really contribute to your goals. Choosing the right metrics starts with identifying what those goals actually are. From there, measure the metrics that align with your goals. So if your goal is to drive lead generation, measuring metrics that align such as click-through-rates, conversion rates, and the percentage of marketing qualified leads will help you measure the success of your methods.
Data-driven marketers rely on agility. Customer needs change quickly, and technology is always evolving, but your data will reflect problems, inconsistencies, and issues as they arise. Marketers who track the right metrics and pay attention to trends in their data are much faster to spot errors that would otherwise reduce the value of or negatively impact campaigns. They can then make changes on the fly to ensure that their campaign results reflect their best efforts.
To find out more on how to track the right metrics, and manage your data, register for our webinar “The Rise of the Data-Driven Marketer” on September 20. Isaac Payne, Senior Marketing Analyst at Salesforce Pardot will share his techniques for defining the right KPIs for your business, mistakes to avoid when tracking your data, and using data to develop your marketing plan.