A Strong Outlook for Data Driven B2B Marketers

We have spent the past month connecting with customers at great events across the country and around the globe. I am thrilled to report that the momentum is building for a successful Q4 and the outlook is positive for 2025. 

We heard from B2B marketing leaders on panels, in strategy sessions and in hallway conversations and the consensus is that B2B marketers are leaning into data to drive growth, and it’s working. One customer in the IT space has seen a 6X ROI and a 133% campaign lift by better serving their reseller partners on the right digital channels. We created a data-driven approach for them, which set the stage for targeted digital marketing. Our Audience Identification showed that much of the partner community were early adopters to certain online channels, helping their resellers make smart budget allocations. 

This is just one example of the value that data is bringing to B2B marketers. It’s also feeding AI solutions, analytics and targeting strategies that put our customers out in front. Here are just a few data-driven takeaways from our events in the past month:  

1. Full Funnel Strategy: As B2B buyers display more consumer-like behaviors of self-directed online research and purchase, marketers are looking to incorporate demand generation, demand capture and brand awareness across the right digital channels at the right time to succeed against their goals at every stage of the buyer journey.  
2. Customer-Centric Approach: Data is helping B2B marketing become more personalized, focusing on individual personas and aligning products and channels to meet specific customer needs.  
3. AI and Data Optimization: Companies are excited to unlock the power of AI and predict that 2025 will be the year of ‘realization’ for AI. Having a strong data foundation in place will drive that effort. 
4. Identity Resolution and Data Privacy: Interest in identity resolution tools is increasing as marketers aim to optimize and protect customer data amid changes in cookie policies. Privacy is being recognized more and more as a business driver. 

For all of these initiatives, quality data is at the forefront of a smart strategy, and Anteriad is positioned perfectly to partner with companies as they execute. We’re excited to have been a Notable Provider in Forrester’s recent Intent Data Provider Landscape report. Our high-quality intent data, AI-based analytics, strategy, and activation services for companies across a variety of critical business use cases are just what B2B companies need to carry the current momentum into next year and beyond.   

And it’s not too late - let us know if we can help you deliver for 2024 or get you in front for 2025! 

Rob Sanchez 

CEO