B2B Marketing's Big Data Destiny

Business-to-business (B2B) CMOs who make business decisions based on internal data, with all of its imperfections and gaps, risk the same fate as hikers who head off into the wilderness without a compass or map. A wealth of insights from Internet exploration, smart device usage, and business community social activity reveals the twists and turns that prospects take on their purchase journeys — but only to marketing execs who go beyond basic customer profiling and tap into the abundance of behavioral and firmographic data as well as insights found in unconventional B2B data sources. By analyzing the footprints that their best customers leave behind, B2B CMOs can more accurately map the buyer's journey and use technology and analytics to predict where the next best business opportunities will show up. This report shows marketing execs how to harness this vast array of information to intercept buyers earlier in the purchase process and help sales engage with the opportunities most likely to close and return long-term business value.