2020 is without a doubt a year unlike any other. We are currently experiencing a health crisis that is unparalleled and an economic collapse that could be the worst in many generations. Our world as B2B marketers has been completely turned upside down.
Even if stores are closing and once-prosperous firms are going out of business, e-commerce is booming. Previously reliable marketing research? from the outsideNow, as marketers, the only thing we can count on is change. We now need to make quick decisions that are strongly grounded in the evidence. Are you using the correct data, and if so, how are you using it? These are the main questions right now.
Here are three queries to think about regarding your marketing plans at this very difficult moment. What productive ways will you make use of your free time?
More data isn’t always ‘better’ data
Do you spend a lot of time gathering data and then storing it without a clear strategy on how to analyse it or use it to make informed decisions? It’s not just you. Many marketers find themselves with an abundance of data that they aren’t even convinced will be useful.
If this describes you, it’s time to start over. Start with a limited, precisely defined dataset that is strongly and tangibly linked to a certain objective. If you are on track and making business decisions based on this data, it is only a matter of time before you expand your data collection.
Have you expanded your definition of ‘digital?’
We need to be leaders in the field as digital B2B marketers. Our use of digital data must grow along with the meaning of “digital,” which is expanding all the time.
Yes, social networking is something we’re all familiar with, but as businesses grow more tech-savvy, they’re breaking down the “digital” wall and enticing consumers to phone, text, chat, and even send each other snail mail! Even though these exchanges take place offline, digital breadcrumb trails are still created; how would you go about obtaining these and utilising them to your advantage?
Are your Analytics Connected to your Revenue?
When keeping an eye on the analytics that other people think are important, we sometimes forget to look at the metrics that are really important to the success of our company.
For instance, you won’t really be able to gauge your success if you conduct a large portion of your business over the phone but just track your online interactions. In this case, you need to look at the information in your recorded conversations, assess it, and make new outbound marketing plans based on what you find.
We all occasionally become set in our ways. A significant disruption can be just what we need to evaluate our processes and make the required adjustments to remain relevant and efficient. It’s crucial to be anchored in reality and revenue-oriented now more than ever.
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