When envisioning a new B2B campaign, how are marketers to know they are reaching the right people with the right messages? Marketers in the Mad Men era had to guess,...
When envisioning a new B2B campaign, how are marketers to know they are reaching the right people with the right messages?
Marketers in the Mad Men era had to guess, using a combination of amateur psychology and their own understanding of the customer base.
Today, we have much more data at our disposal. There is no need to guess what your prospects want, need, or have already researched. Thanks to intent data and artificial intelligence, it is now possible to have a much stronger understanding of individual prospects — and to craft messages just for them.
With just a few data points, you can tell a lot about your site visitors. Here are a handful of ways data can provide important insight into buyer attributes, behavior, and intentions.
Combined, this data gives your revenue team unrivaled visibility into the buyer journey. It also allows your marketing team to build campaigns tailored to highly specific audience segments.
The work of a creative professional is powered by insight. The more your creative team knows about the audience and how to convey their message, the more powerful and compelling that message will become.
Where the magic really happens is when we take the reams of data we have and put it to good use.
A Customer Data Platform (CDP) gathers data from your various tech silos and combines it to create a comprehensive view of a user’s activity and interactions. You can use this data to create dynamic segments based on a prospect’s buying stage, keywords researched, and buying persona — then assign the prospect specific campaigns that match their needs.
Dynamic audience segments can inform all touch points: ad campaigns, chatbots, content hubs, and website personalization tools. This enables you to deliver a consistent, tailored message to your audience.
This helps all parts of your revenue team:
As buyers move through their buying stages, they are constructing a narrative that answers these questions:
If you’re not providing useful information early in this process, you’re missing the opportunity to influence buyers and win deals.
Your campaigns and funnel experience should be shaped by the buying journey your B2B clients naturally follow — and the narrative experience you want to create. But that can only happen if you understand the buying journey.
6sense can help you build a data-driven revenue engine that combines anonymous buying journey insights, AI and machine learning, and an embedded CDP that provides the data your marketing and sales teams need to craft stronger communications and win more deals.
Contact us today to dive into the ways data and B2B marketing creativity can work to empower your B2B brand.