The Right Data Management Strategy Allows for Better B2B Campaign Execution

The delivery of targeted, personalized content has become more prevalent for business-to-business (B2B) marketers and sellers. A thorough understanding of the buying audience is the fundamental backbone of the techniques and tactics many B2Bs want to use today, such as account-based marketing, programmatic advertising, personalization, targeted emails and outbound sales. But without a marketing data management strategy in place, B2Bs fail to understand the audience and have trouble executing more sophisticated programs. Properly collecting and maintaining the right data is an important first step. From there, analyzing and putting those data-driven insights to work becomes table stakes. More advanced brands are using intent data and artificial intelligence (AI) to model customer lifetime value and implement targeted account-based programs.