Using Data for B2B Marketing and Beyond — TechTalks Recap


Using Data for B2B Marketing and Beyond — TechTalks Recap

Marketers are inspired by creativity. Although campaigns must be out of the box to stand out and drive engagement, making assumptions about what an audience engages with is no longer commercially viable. 

Marketers must use data to power their creativity and stay competitive.

Brand longevity depends on CMOs and marketing teams delivering data-driven insights that elevate strategic decision-making. Improvements must be made with each campaign, increasing ROI and informing future steps to level up marketing efforts.

Using data is the only way to stay relevant, establish greater trust in the boardroom, and create campaigns capable of conversion.

Despite this, there’s still a sense of unease among marketers regarding data — its use, relevance, and ability to predict the future. Paired with changing regulations and the upcoming death of third-party cookies in Chrome, marketing teams may struggle to collect relevant and accurate data in the future, unless they act now.

So, how can marketing teams make a successful shift towards data-driven marketing functions?

In this TechTalks, we welcomed expert panellists to discuss the use of data for B2B marketing and beyond. 

Joining our host Richard Braggins is:


You can watch the TechTalks event on-demand or check out the highlights below. 

Driving Creativity with Data

With data becoming a crucial element of B2B marketing, copywriters and content marketers fear the loss of creativity. However, our panellists believe that data drives creativity, and what is concerning is marketers being too intimidated to use data. 

“Although there is a role for creativity and data to coexist, more data should be brought into the creative process or creative teams. I think there are areas where creativity is needed more than data and areas where data can drive creativity.”

- Eric Fulwiler, Co-Founder & CEO of We Are Rival.

Data can be used to validate creativity and measure the impact content has on its target audience. By using data, we can obtain greater results, and learn or build on our content. So, instead of finding data intimidating, marketers should use it as a weapon to improve communications with clients and create a customer-oriented marketing strategy. 

“There is a lot of data out there, and it can be overwhelming knowing what data to use, what it all means, what's important and so on. 

The beauty of having so much data accessible to you is that you can pick and choose what you want based on your business goals. The relevant data can tell you what your audience wants and needs, inspiring the creative process and pushing content further.

At CopyHouse, our copywriters use tools like Semrush to support their copy, but this does not take away their creativity. Instead, it gives them direction.”

- Kathryn Strachan, Managing Director of CopyHouse.

Understanding and Utilising B2B Marketing Data

As technology advances, there are new ways to measure your audience’s interactions with your business. But, how do marketers with little knowledge of data familiarise themselves with B2B marketing data? 

The panellists shared several opinions on how you can make your business data literate, including:

  1. Asking as many questions as possible. There is no such thing as a silly question. If you have a CTO or insights team, ask them what the data means and manipulate it to meet your goals.

“The more time you spend with the data, the more familiar it becomes. No one grasps it all at once. So ask questions, and find out where the data comes from and what it means. Asking the right questions is particularly important if you are not part of the data collecting process. The best way to use data is to understand it, so ask questions.”

- Emily Pick, Head of Analytics at twentysix

  1. Start small. You do not need to use every single piece of data. Use what is relevant to your goals and build from there. 

  1. Offer training for junior and senior employees where they can learn the importance of B2B marketing data and how to use it to strengthen campaigns and client communications. 

Recalibrating Data to Influence

To stand out in a competitive market,  you must have data that supports your campaigns and takes it one step further. 

The CopyHouse team recently teamed up with twentysix to produce a white paper on The Future CMO - Recalibrating Data to Influence

The paper looks to inspire ambitious CMOs that recognise the urgent need to recalibrate their marketing functions for the survival of their business. The white paper goes into depth on the following topics: 

  • Limiting factors restricting CMO responses to market challenges 
  • How the CMO can redesign marketing functions around data
  • How data helps CMOs predict the future
  • How CMOs can become indispensable to the C-suite.

Download your copy of the white paper here.

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