MARKETERS SHOULDN’T HAVE TO BE DATA SCIENTISTS

Over the past decade, the rise of Data-Driven Marketing and Account-Based Marketing (ABM) have both followed steep trajectories, and that’s no coincidence. After all, the best ABM programs are the ones built on rich data and insights. However, the meteoric rise of data-fueled ABM has had an unintended side effect inside the marketing organization: Marketers now have to become data experts or hire them in droves. As the complexity of analyzing and employing data for ABM increased, marketers started to get lost in the numbers. While building B2B marketing teams with greater data-savvy and talent is a wise move, Marketing Executives must be careful not to overcorrect when it comes to rebalancing the skill sets within their organizations. Furthermore, they must ensure that the data talent they do have in-house is being effectively leveraged, rather than wasted on mundane data organization tasks. The simple fact is that data solutions exist within the market that can greatly simplify the process of combining sources, deriving insights and putting those insights to work in campaigns. B2B marketers should not have to become Data Scientists, and the Data Scientists they work with should be spending their time delivering real value to the bottom line. To do this, teams need to be armed with data tools that allow them to do what they do best: draw insights, build relationships and tell the right stories to the right people.