Our recent Using Data to Drive Demand report finds two important areas where B2B marketers are struggling. The first is measuring results (41%), and the second is making data actionable (39%). What that tells us is the name of the game in B2B demand generation is data.
When calculating the effectiveness of data-driven demand generation programs. 73% of B2B marketers feel they are only somewhat successful in implementing strategies for these data-driven demand programs, highlighting the need for an improved automation platform that can streamline strategies and efforts for more successful outcomes.
Benefits of an Effective Data-Driven Demand Generation Strategy
Get ready for more accurate campaigns, a streamlined qualification process and a way better customer experience.
When you use data to generate demand for your B2B services or products, your programs are more accurate. And that matters, because when your marketing programs are more accurate, you tend to spend less for better quality leads in the long run. Relying on data for demand generation can certainly have big impacts on your business goals, but it’s also an important way to help your customer feel seen, cared for, and excited about your company.
Improves Lead Quality for Your Teammates in Sales
Nearly half of the B2B marketers we surveyed called out lead quality specifically as their number one benefit after implementing more data-driven demand generation programs. That’s because using data to drive decision making helps to streamline the qualification process. The more you know about your audience, and then tailor your messaging to that audience, the more successful demand gen efforts can be. When you offer products and services to people who need them and are close to making a decision, that close is a lot closer.
Improves Customer Experience
Another important benefit called out by our survey respondents was the impact to customer experience. When you’re using data responsibly in your B2B marketing automation programs, there’s an opportunity to provide such a different experience for the people visiting your website or interacting with your content anywhere. Tailoring your message with segmented email or dynamic page content is a great way to connect with the right leads and get them excited about your CTA.
This adds up a stronger sales pipeline, better conversion rates and more qualified customers. Using data-driven demand generation as part of your marketing automation efforts lets you connect with your target customers when and where they are ready to buy.
Does utilizing data significantly improve B2B demand generation strategies?
The vast majority of B2B marketers say yes. 95% of those surveyed agree to some extent with the statement, “Demand generation is significantly improved when a data-driven strategy is used.” Despite varying degrees of success, utilizing data will continue to improve B2B demand generation strategies.
Access to Data Continues to Be a Major Hurdle
If you agree that data would help your strategy, you’re right. The challenge is that many are unable to access the data needed to help solidify their strategies. 32% of the B2B marketing professionals we surveyed said having the right data to make effective decisions is a struggle.
Luckily, using a marketing automation platform can help B2B marketers find success. Your automation tools should be collecting all the data you need. It’s all a matter of the correct set-up.
Here are a few ideas to configure your system for the best possible use of data:
- Use tracking pixels on your website to collect information about how people behave when visiting your site.
- Track email engagement to see what’s connecting
- Integrate your tech stack so you can track event attendance and interactions with your team
This data can give you a look into what is working and what isn’t, allowing you to adjust your strategy for demand generation gains.
Data Quality is Key
If the data behind decision-making is irrelevant or of poor quality, it is incredibly difficult for a B2B demand generation strategy to be effective. Only one-third (34%) of B2B marketing professionals report feeling certain that the quality of their data allows them to make effective decisions on where to spend marketing and sales resources.
Feeling certain about your data is critical to your demand generation strategy. Using a marketing automation platform helps improve data quality and provides a complete picture of your customers by consolidating and storing all the data in one place so that it becomes a single source of truth.
The Importance of Customer Journey Mapping
Understanding when, where, and why customers enter and exit the buying journey is key to creating a more effective strategy that results in growth. The smartest B2B marketers use customer journey mapping as a key part of their demand generation efforts.
Here are a few reasons why customer journey mapping is so effective:
- Reveals the big picture of the buying process
- Uncovers points of friction in the buying process, include content or product gaps
- Provides a basis for predicting customer behavior
- Improves the customer experience
Creating a customer journey map is a great way to gain a better understanding of your customers and their experience with your brand. Follow these steps to get started with creating a customer journey map.
Once you have a better understanding of your customer journey, marketing automation can help you push out the best-fitting touchpoints for customers at each stage of their journey.
Data Impacts More Than Just the Numbers
Marketing involves understanding your customers and why they should want your product or service. Data insights help give you a glimpse into who they are, their buying behavior, and how to communicate with them. But data isn’t just for baselines and benchmarking. Data impacts many different facets of marketing, from demand generation to email nurturing, to customer experience.
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Demand generation strategies rely on quality data, because to serve the right ads or create the right webinar topics, you’ve got to know the audience. To serve them in the right places with the right budget is a whole ‘nother level.
Coupling your data-backed demand gen strategy with marketing automation allows you start with more targeted programs and then take the guesswork out of nurturing. Streamlining your touchpoints for a more customized experience is more appealing to leads and creates a more efficient process for your company.
People appreciate personalization. An effective way to ensure you get personalization right is by effectively using segmentation to reach a variety of different audiences. Try using segmentation strategies when analyzing your data, giving you a more in-depth look into your leads and who is attracted to your brand. Using data with a more segmented approach helps you create high-value, relevant content for potential customers, which also helps drive demand generation and get more qualified leads into the pipeline.
The Beat B2B Marketing Demand Generation Programs Begin & End With Data
Effective demand generation strategies help drive growth for B2B companies by delivering highly targeted and engaging content. Whether that’s organically through good content, or paid for with ads, syndication or events, successful demand generation is crucial for a healthy business.
In order for these strategies to be effective, they need to be driven by data. Gaining this data through marketing automation gives you the insights you need and helps you streamline your approach and keep winning new business.
Data-backed demand generation is just one of the many trends in B2B marketing that can help inspire your decisions moving forward, as you find different ways to connect with and convert new customers.