When Play-Doh launched within the 1910s, it wasn’t a toy. It was a wall cleaner. However when the market shifted, the corporate pivoted. The basics—attain, frequency, story, model—stayed the identical, however all the pieces else advanced.

We opened our latest “Get in Entrance” occasion in Milwaukee with this story as a result of it captures what’s taking place in B2B advertising right now. Channels shift. AI adjustments workflows. Methods evolve. However one fact is rising stronger than ever:

Information confidence is the distinction between maintaining and pulling forward. This weblog is filled with the important thing takeaways of what knowledge confidence seems like in motion, straight from our Milwaukee occasion. 

The Rise of Information Heroes

Based on our report, The 2025 B2B Marketing Edge, 44% of B2B entrepreneurs now qualify as Information Heroes—professionals who really feel extremely assured within the knowledge they use to transform audiences. That’s up from simply 27% in 2022.

These Information Heroes are driving actual influence. They’re:

  • 3x extra more likely to see income progress
  • Exceeding objectives at 64% vs. 19%
  • Launching campaigns quicker
  • Utilizing AI and intent knowledge extra successfully

The takeaway? Confidence in your knowledge adjustments the sport.

What Information Confidence Appears Like in Observe

At our Milwaukee occasion, three advertising leaders confirmed us how progress begins with governance and the way they flip knowledge self-discipline into outcomes:

  • VP of Buyer Advertising and marketing at North America’s main provider of delivery, packaging, and industrial provides:
    Led a governance initiative referred to as “MARGE” to standardize definitions throughout groups. His perception: “In case your reviews aren’t constant, you’ll be able to’t belief them. And in the event you can’t belief them, AI can’t enable you.”
  • VP Advertising and marketing at a nationwide provider of instructional supplies and classroom sources:
    Constructed a “golden document” for buyer knowledge that enabled customized e mail campaigns and full-funnel pipeline progress.
  • CEO at a supplier of office ID and safety options:
    Leveraged SaaS utilization telemetry and AI—however solely after making certain knowledge integrity first.

Information Confidence Drives Pace

Our analysis discovered that Progress Gurus—these driving vital income will increase—are 3x extra more likely to launch campaigns in beneath 15 days.

Why? As a result of they belief their insights.

No delays. No second-guessing. Simply good execution at velocity. As one panelist put it: “We don’t have time to rebuild the gross sales course of whereas additionally working campaigns. Get the inspiration proper first. Then all the pieces accelerates.”

The AI Actuality Test

AI continues to be a sizzling matter with B2B entrepreneurs. However right here’s the catch: AI is barely as sturdy as the info beneath it.

Progress Gurus are:

  • Seeing 73% time financial savings from AI (vs. 41%)
  • Utilizing AI for personalization, web optimization, asset technology, and efficiency analytics
  • Maintaining human oversight in place

From the report: “Entrepreneurs who belief their knowledge—and know how one can apply it—are turning AI right into a efficiency multiplier.”

Intent Information: The Untapped Alternative

Solely 39% of B2B entrepreneurs at the moment use intent knowledge for focusing on. However amongst excessive performers, that quantity jumps to 62%.

Intent knowledge helps entrepreneurs:

  • Determine in-market accounts
  • Goal extra successfully throughout e mail, search, ABM, and web sites
  • Focus sources the place they’ll have probably the most influence

As our panelists confirmed, intent alerts aren’t non-compulsory. They’re important.

Full-Funnel Self-discipline Nonetheless Wins

High-performing entrepreneurs don’t simply deal with the underside of the funnel. They:

  • Stability TOFU and BOFU investments
  • Use content material syndication and multi-channel outreach
  • Standardize spend to keep away from reactive swings

Progress Gurus feed the entire funnel and scale well.

The Path Ahead: How you can Change into a Information Hero

Wish to construct your workforce’s knowledge confidence? Right here’s the place to begin:

  1. Begin with governance. Outline your metrics. Standardize your definitions. Clear your knowledge.
  2. Layer in intent knowledge. Begin testing intent alerts and deal with high-propensity accounts.
  3. Feed the entire funnel. Stability consciousness, consideration, and conversion spend.
  4. Use AI strategically. Begin with personalization, web optimization, and analytics—however maintain people within the loop.
  5. Speed up execution. Confidence reduces hesitation. Pace follows.

The Fundamentals Nonetheless Matter

Play-Doh didn’t win by chance. The model tailored whereas staying true to its basis. The identical applies to B2B entrepreneurs right now.

Channels will change. Purchaser conduct will evolve. However those that belief their knowledge—those that turn into Information Heroes—will persistently keep forward.

As a result of progress doesn’t come from doing extra. It comes from doing it higher.

Wish to see how data-confident entrepreneurs are accelerating progress? Obtain the total 2025 B2B Marketing Edge report and discover insights from 466 advertising leaders throughout North America, Europe, and APAC.


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