Rob Sanchez, CEO of Anteriad – In the spirit of our focus on data this year, I wanted to shine a spotlight on the value of those seemingly small, even insignificant data points. I kicked off in January with a call to incorporate more data in every decision, and throughout that month, it became clear to me that data comes in many shapes and sizes. For marketers, it can be easy to measure those big things that are right in front of us, and neglect elements of data that are not as easy or as plentiful.

In today’s tight market, even the smallest insights can provide that competitive edge that can put your company out in front. Knowing that there is a new stakeholder who is a key part of your buying group, can help you be the first company to reach out with relevant content for example. Getting near-real time intent signals can help you prioritize your sales activity to the stakeholders that are ready to buy. These individual data points are small but extremely powerful.

I encourage you to take a look at your own approach.

1. Focus on quality, not just quantity: Marketers often lean into partners that provide them with the most lead data, because measuring the quality of lead data can take a bit more work. That partner that pushes for the most and the best is a good partner.
2. Build in time for testing: Marketers strapped for time might think it’s quicker to work with partners who provide lead data based on the face value of what the marketer asks for, rather than take time to collaborate with partners to test a variety of data types.
3. Be open to new data: B2B buyers leave clues in many places. Intent data is an important and growing part of many successful marketing programs.

If your budget has been squeezed, or your team is strapped for resources, you can still drive major growth with a smart strategy. Data is a big factor in creating a competitive advantage. While it might be a bit late for a New Year’s resolution, now is a good time to resolve to alter your approach, even in small ways. Our clients who work with us, even with a weekly or monthly check-in, get the opportunity to test our newest offerings. Our clients who build in space to test new data types become the first to take advantage of new insights and build them into their marketing program. And our clients who focus on measurement are the most confident to make decisions and move forward.

Major changes can start with very small moves, and seemingly small insights. If you’re ready to identify those opportunities that will make a big difference for you, we’d love to talk.