{"id":8897,"date":"2022-02-02T11:39:04","date_gmt":"2022-02-02T11:39:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/02\/data-is-marketings-most-powerful-weapon-if-we-use-it-correctly\/"},"modified":"2022-02-02T11:39:04","modified_gmt":"2022-02-02T11:39:04","slug":"data-is-marketings-most-powerful-weapon-if-we-use-it-correctly","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/02\/data-is-marketings-most-powerful-weapon-if-we-use-it-correctly\/","title":{"rendered":"Data Is Marketing\u2019s Most Powerful Weapon -If We Use It Correctly"},"content":{"rendered":"

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With Tricia Wiles Ruiz, Creative Content Manager, True Influence, powered by MeritB2B<\/em><\/strong><\/p>\n

If you are just turning over \u201cqualified\u201d leads to sales, then you\u2019re doing only about 80 percent of what it takes to succeed.<\/p>\n

Many B2B marketers focus entirely on demographic or response data \u2013 does the contact meet our persona, and did they download the whitepaper? But our job is not to just create leads. It\u2019s to create leads that help grow the bottom line. Obviously, a lot more goes into that than just job title and annual revenue.<\/p>\n

Fortunately, we have access to enormous volumes of data, not only about our prospects and existing customers, but also our own internal processes and activities. We can track every interaction with a buyer, and we know how much effort those interactions require on our part.<\/p>\n

We have the data.<\/p>\n

We just don\u2019t make very good use of it much of the time.<\/p>\n

Data as Marketing\u2019s \u201cSecret Weapon\u201d<\/strong><\/h2>\n

I recently spoke to self-described \u201cdata-vangelisit\u201d Theresa Kushner<\/a> about all the ways selling organizations don\u2019t take full advantage of using the data they collect as a \u201csecret weapon.\u201d And candidly, there are a lot of them.<\/p>\n

Kushner, a Data and Analytics Solutions Lead for NTT Data<\/a>, says most people understand that their activities are measured, particularly in the wake of the pandemic. As a data professional who\u2019s concerned about both the ethics and efficacy of data policies, Kushner says she sees a lot of positives and, unfortunately, negative uses of this massive data wave.<\/p>\n

As a content marketer, one of the topics that really struck a chord with me was Kushner\u2019s advice that workflow and productivity data need to be incorporated into opportunity and campaign success metrics.<\/p>\n

\u201cYou need to know how many leads you made, but you also need to know if PM is on task to get the campaign out the door,\u201d she said. \u201cIf you look at these data separately .. it breaks meaningful ROI because you really don\u2019t know the full investment you\u2019ve made to execute that campaign.\u201d<\/p>\n

Our team at True Influence is always working to improve our internal processes, so hearing how that can be recognized in revenue analysis is encouraging. In fact, most of my conversation with Kushner, part of the True Influence Accelerating Revenue Series<\/a>, focused on the opportunities all this data presents.<\/p>\n

But for any of this to work, as Kushner says, the data must be:<\/strong><\/p>\n