Digest...

To prioritize pipeline to find great customers, marketers need a deep understanding of how to market to the right customers. Marketers have access to new data sources, superior analytics, and better integrations that allow them to generate high value pipelines.

The transition starts with understanding two key changes in the marketing ecosystem: (1) The explosion of data and (2) The inadequacy of disparate tools.

1. The Explosion of Data

The value of big data doesn’t stem from the volume of data you aggregate, but rather, from the relationships between the data. To extract insights from sets of data, data scientists have to take the volume, velocity, variety, and veracity of data into account; they don’t just experiment on data, they merge, organize, clean, and test data as well. One tool might include Predictive Lead Scoring and another might be hiring a team of analysts that require extensive training.

2. Ineffective, Disparate Tools

According to Bizo ’s survey of over 800 B2B marketing leaders, less than 20 percent believe they are using data well. And for marketers targeting SMBs, the data problem is even worse. Only 8 percent of marketers have a 360-degree view of their SMB customers. Given the universal challenges facing marketers today, specific to big data and customer insight, this is not necessarily surprising.

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