A data strategy encompasses the full process of how you collect, manage and use your data. Having a strategy in place means you know how you’ll handle your data from […]Read More →
Posted August 19, 2021
Posted August 19, 2021
What does intent data have in common with baseball? More than you might think.
Sports is about winning championships; business is about winning customers, but that’s not all. In the movie, Moneyball, Oakland General Manager, Billy Beane, gave baseball its “Moneyball” moment. He successfully replaced intuition with analytics to evaluate talent and assemble a professional baseball team. Similarly, in the B2B landscape, intent data helps you find in-market prospects with buying intent, and this is the “Moneyball moment” for marketers.
Tony Uphoff, Thomas President, and CEO, shared this idea at the Anteriad Summit: “This is the Moneyball moment for B2B marketers. We’re seeing data inform every decision we make.”
Find more insights in this overview of his Summit session: “Marketing Data: Navigating the Headwinds of Change.”
Uphoff noted that one of the first things brands must do is define their data. Some organizations look at their databases as data. They lack clear understanding of real-time data and the difference between first, second, and third-party data sets.
In getting to the reality of their data, the session recommended 11 data questions for B2B brands:
Engaging on a meaningful level requires effort, and intent data provides role-level insight into:
Everybody sees the world through a different lens. As marketers, we need to gather data that helps us better understand that lens.
Data is a serious part of any brand, but some organizations struggle with challenges like these:
Misusing quality data, being tone-deaf, or being out of step with prospects are other ramifications of data neglect.
Some marketers get hung up on data provenance and tech stack. Too much tech stack is mind-numbing. Don’t just build data lakes. Instead focus on information that you actually need. All we are aiming for is a perfect encapsulation of marketing, real-time data, and being agile enough to use it. Like quantitative analysis changed baseball forever, intent data can change marketing forever. Up your data game today. Watch the full session with Tony Uphoff and his fellow panelists: “Marketing Data: Navigating the Headwinds of Change.”