Marketing and sales initiatives have flourished since big data came into play when the internet went live almost 20 years ago. B2B marketers are leaders in data driven marketing and those that use analytics and data in marketing effectively have shown productivity and profitability rates that are 5% to 6% higher than those of their peers who don’t use data.
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Companies that use data driven marketing and data driven sales decisions have not only seen an improvement on the way they market to their customers but have seen improvement in their return on investment (ROI).
In order to effectively use data to improve your marketing efforts, you need to ensure you have the right tools in place and the right man power. Without these, data will just be a bunch of random numbers to you and thus a wasted opportunity.
Tools like Google Analytics, Marketo, SalesForce, LoginRadius (not to toot our own horn), and CrazyEgg, to name a few, can help you gather marketing data. Hiring analysts to break down the data gathered from these tools will allow you to make better data driven marketing decisions.
To show you how data in marketing has been an improvement, check out the 8 ways data has improved or is improving marketing.