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February 16, 2019

Do I Need Big Data for B2B Marketing?

Philip Grabfield

Philip Grabfield
Senior Vice President, Marketing/E&I Cooperative Services

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Big Data is capturing all the headlines. Do B2B marketers need Big Data to do their jobs? While tapping into external sources of data is a great way to develop business insights that can be used by companies to differentiate themselves and drive business results, Big Data might not be the best place to start.

Most B2B companies have a wealth of internal data at their fingertips that they can use to develop these insights. By looking at financial data (revenue and profit) by customer, companies can identify untapped opportunities to build their businesses by shifting emphasis and resources to initiatives that stand the best chance of driving increased sales and profitability. I have examples of this being done and a process for doing it (DI4) that I would be glad to share, but wanted to get others' thoughts first.

Comments? You can contact me directly via my AdvisoryCloud profile.

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