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How Is Big Data Changing The B2B Buyer’s Journey?

Posted on February 26, 2014 by Glenn Gow

B2B marketing faces new challenges directly affecting the B2B buyer’s journey. The buyer is in complete control of where, when and how they want to engage with you. This puts a lot of B2B organizations on their toes because it’s not clear what it means for your marketing efforts and where changes need to be made. 

On this episode of Moneyball for Marketing, David Karel shares his expert insight on how to combat and win against these challenges. Key points include:

  1. You need to get your messages and content programs in front of your audiences early – take a full funnel approach to marketing.
  2. Unless you can segment your database and understand, based on data, who someone is you can’t effectively get the right content in front of them.
  3. Leveraging data comes down to the human brain. If you don’t have someone on your team, a human brain that’s actually looking to solve or answer a question, you’re not going to make use of the data.  


David Karel is the CMO at Bizo.  David has grown marketing’s contribution to new business from zero to almost 50% in key market segments since joining Bizo 3½ years ago.  He has almost 20 years of B2B marketing, business development and sales experience.  Prior to Bizo, David served as the VP of Product Marketing at SuccessFactors and held positions at Instill, Siebel Systems, Tomson Japan and MBAVision, which he founded.  Originally a New Yorker, David and his family have been in the Bay area for 15 years. He holds a MBA in Marketing from University of Pennsylvania – The Wharton School and a B.A. in International Relations, Asian Studies from Tufts University.
 
Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.


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