Marketing Data Flywheel

MQLs used to be a meaningful B2B marketing metric. Today they're just a proxy for low value opt-ins. Sprinkling intent data on syndicated content or sales acceleration services doesn't somehow make them real leads.

It's a common question during the COVID-19 #WFH crisis. Intent Data volumes are falling. Just when we need it most! Why??!! It has to do with the collection method. Many rely on IP address resolution and ad activity. So even while activity is up (check out Kipp Bodnar's HubSpot data here) many data sources seem to be drying up. Let's dig into why...and a critical consequence.

Lots of people talk about intent data and integration of a full data stack. Few really think through it. And VERY few go learn a new programming language to make it happen. Chris Taylor, Director of Marketing at Cybereason, joins me to to talk about his ongoing data adventure and insights.

40% of B2B technology budgets was earmarked for event marketing in 2020 according to industry estimates. And in the space of two weeks that all evaporated. Or did it? Contact level™ third-party intent data can capture engagement with canceled, postponed, future and yes, even virtual events. That means identifying folks who are engaged with competitors' and industry events, and special playbooks for organizers looking to create new revenue streams, sponsors and other marketers.

It's natural to wonder how accurate buyer intent data really is.  That's a simple question to ask - a complicated one to answer.  There are opportunities for inaccuracy at technical and human points in the process. This episode pulls back the veil on accuracy from start to finish.

Intent data has potential to help marketers drive results as event marketing has collapsed and more folks are working from home. However, much of the common intent data relies on IP address resolution which will be problematic as prospects work from home on shared, dynamic IPs. Here's what you need to know to make sure your intent data drives the results you need and expect during your crisis marketing campaigns.

Too many folks think of intent data as a silver bullet. Just pull a list, send a couple emails and let the orders flow in. It's powerful, but it's not magic.  There are five basic steps to activating data - and we cover them all in this episode.

There's lots of buzz around AI, machine learning and predictive marketing. For many companies that's unrealistic. But the tools and data exist to support powerful models to anticipate prospect expectations and deliver wonderful buying experiences.

It's a simple question to ask..."What does intent data cost?" It's harder to answer. Consider the full data stack and costs to activate it including paid ads and content. Then throw in a CDP to manage unification and orchestration, and it might be more than you expected. But there's a cost to not using it too - and that could be a higher personal, career cost than you're willing to bear!

Vendors and their channel love to hate each other. Mistrust and cynicism create inefficiency that's in the best interest of neither group.  In certain situations where there's strong philosophical alignment, there's an opportunity to use mutual data to do better. Using a customer data platform can allow the ingestion, unification and orchestration of buying journeys for channel accounts based on first and third-party intent data from both the vendor and the channel partner. This opens up enormous potential for improved channel sales results.

Marketing is data - at least it's completely built around it. But too often our data is letting down our marketing. Big minds and great ideas abound, but it seems that often the data and the tools to handle it simply don't deliver the capability that marketers dream of and deserve. That's why we actually need another podcast - one that will dig into the big ideas and details of unlocking the power of marketing data. Introducing the marketing data flywheel.