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NBCU’s “Legendary February” includes the Super Bowl, the Winter Olympics and the NBA All Star-Game, producing some of the highest viewership and some of the most high-profile marketing opportunities that have ever been seen.
Marketers pay top dollar and spend months on memorable campaigns. However, the most important element of this landmark month isn’t the star-studded commercial lineup. It is a fact that it will be the most data-driven marketing moment in history. Marketers spend months analyzing data and insights to make sure they get the highest possible performance for their investment. They expect to be able to reach targeted audiences in a multi-channel campaign. And they expect to be able to measure the impact of a Super Bowl ad like never before. What many marketers now realize is that audiences move seamlessly across channels, and the only way to have a cohesive marketing strategy is to use data across all of them.
In B2B marketing, too many campaigns start with channels first, and data is filled in later. This creates a disjointed audience experience and reduces insights and optimization opportunities for marketers. We share more about the importance of a data-first plan in this video.
Our client Bamboo Rose has experienced value in using a data-first approach for their demand gen program. We start with accurate role-specific data to ensure we’re reaching the right people with the right message. From here, our multichannel content and marketing approach is significantly more effective - and making it possible for Anteriad to influence 75% of their new opportunities. When your strategy is informed by data across everything you do, your audience gets a better experience and you get higher performance.
Forrester also emphasizes the importance of data. They explain why unifying interaction data across sales and marketing ecosystems is key to seeing the complete buying cycle and improving conversions and retention.
You can access the report for free here.
Data is now the engine that drives marketing across planning and forecasting, audience identification and targeting, media activation and optimization and campaign measurement. And B2B marketers have just as big an opportunity as any Super Bowl advertiser to use data at every phase of their media strategy, too.
