Gear Up To Support B2B Marketing's Big Data Destiny

This report, originally written for chief marketing officers, includes content relevant to customer insights (CI) professionals that focus on business-to-business (B2B) activities. Here's why: B2B marketing leaders in companies of all sizes and across many industries see diminishing success rates for legacy marketing practices with today's digitally savvy and empowered buyer. These marketing leaders are adopting a new customer-centric engagement strategy — a distinct pivot from the typical product- and solution-centric transactional campaigns. By analyzing the footprints 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. Making this pivot requires new dimensions of customer insight, fueled by new data sources and driven by new analytical methods. This report offers perspective on the changing B2B marketing mission, so CI pros can prepare to help their CMO colleagues accelerate the shift from a campaign mentality to customer life-cycle engagement.