Description

Dayle Hall, SVP of Marketing at Lithium Technologies is joining me for episode 2 of this UpClose Podcast Series to discuss an issue many marketers are facing — data overload. This five part series covers The 5 Most Influential Topics for B2B Marketing. In the second episode, Dayle explains how B2B marketers can harness all of the data that's available to them.

Get all five episodes in one recording plus Social Business Journal Volume 10 now.

How to Overcome Data Overload

The volume of data available to B2B marketers today can be intimidating. Dayle says to focus on these three elements to get a better hold on your data — people, process, and technology.

1. People: Hire the right talent to get and use data insights. You'll need demand generation professionals and data scientists. Marketing leadership needs to work with business analytics experts to help craft the story.
2. Process: Create a process for gathering, listening, analyzing, and improving your data. Each company as a whole should adopt a performance driven mentality and understand the value of data.
3. Technology: Feed data into your tools and integrate at scale. Marketers should leverage analytics resources to measure traffic and performance. Integrate data into your marketing automation system to optimize campaigns, and tie campaign data to your CRM and active pipeline opportunities to run conversion analysis.

Harnessing the available data in your marketing efforts will improve your relationship with stakeholders. A successful data driven marketer will build trust and rapport with sales, which can eventually lead to sales and marketing alignment.

View the show notes page: http://www.socialbusinessengine.com/podcasts/data-overload-how-harness-it