We use data we gathered and our experience of working with, and in, lots of B2B technology businesses to analyse your digital marketing and help you build a predictable and scalable digital marketing strategy.
What is Data-Driven Marketing?
Data-driven marketing is a form of marketing that relies on data to make decisions on which strategies and tactics to deploy. The data used is usually based on your own past activities and some common KPIs that can be measured and reviewed frequently to review progress.
Data-driven marketing is different to performance marketing, performance marketing is based around paying when the desired action has been completed – whether it’s a sale, lead, or click. An example of this would be Pay Per Click advertising on Google Ads or paying Per Thousand Impressions.
How To Get Started With Your Data
Executing data-driven marketing in a B2B software company first requires a review of your current situation. There is a simple 3 step process you can follow to executing a data-driven marketing strategy.
Collect 5 key data points
A successful B2B digital marketing strategy requires you to know the current situation first. We recommend collecting these 5 points first over the last 12 months or as long as you can.
- # of Marketing Qualified Leads (MQL)
- % leads that are MQLs
- # of Leads Generated
- % conversion rate on website
- # of website visit
Where Data Sits In The B2B Marketing Funnel
The B2B marketing funnel is a well-known illustration of how B2B buyers interact with your business. When looking at data to analyse your digital marketing performance you should consider the data alongside the B2B buyer journey and look to see where you can improve.