Why Modern Marketers Also Need to Be Data Doctors?
Over the years, marketing in the B2B sector has come a long way, especially when it comes to personalisation and hyper-relevant communication. Although personalisation tools have been at marketers’ disposal for years, not every marketer is reaching out the right prospects with the right message at the right time. This is where data comes into play, giving contextual insights about the prospects and customers.
If you look close, modern B2B marketers need to be part data doctors. A doctor diagnoses based on the symptoms and then prescribes the medicine. The doctor deciphers the symptoms such as temperature, blood pressure, cough, pain etc. before matching with the right medicine.
A marketer is no different. They need to learn about the customer needs and match it with the right solution and message. The better the needs are understood, the more effective the message is, leading to improved conversions. The data holds the keys to understanding customers and their needs.
While data helps your measure which of the marketing campaigns are working, it is not the ultimate purpose. The ultimate purpose is to create customers, from interest to investment.
There are two parts to this –
To create a long-term customer, it is never just about serving their needs. You need to be able to pick up the buying signals of your prospects, understand their behavioural patterns across and more importantly, use the insights to personalise the customer experience (CX).
As data doctors, marketers need to have a 360° view of the target account. It becomes all the more important if account-based marketing is part of your marketing strategy. While most marketers know their target customers, it is almost always firmographic information such as employee headcount, annual revenue, industry, targeted job titles, etc.
And, if you are going by this information is always going to be hit or miss. With the advent of AI, marketers can now look at the intent data to understand where the customer is in their buying cycle and segment them accordingly, so that you can customise the communications accordingly.
