If there is one common theme in B2B marketing, it’s data. In order to properly fuel the initiatives from account-based marketing to lead routing & lead scoring, the data quality of prospect & customer information is firmly placed at the center. When data quality is the prime focus, B2B marketers see an immediate return, not only in their investment, but also in campaign results and opportunity creation. By having high quality marketing data, you’re provided with enormous potential for actionable strategies to increase your operational efficiency.
After all, Garbage in = Garbage out.
Implementing a data strategy can happen at various points, but getting to a robust strategy that couples both a front-end, real-time solution, with a continuous back-end solution will provide the greatest impact. The key is to get started – focus on the solving the highest pain point and laying groundwork for expansion – as better data will drive higher performance and create additional momentum.
“We’ve seen that B2B Marketers can’t run their business on a single execution system and can’t work effectively with multiple, disconnected execution systems …. Happily, there’s a practical solution: build a separate integration layer using ReachForce that connects the execution systems without replacing them.”
– David Raab, Raab & Associates