Why B2B Marketers Must Engage Audiences and Drive Better Data Insights
For years, marketers believed they were in control of the buyer’s journey. They had orchestrated
nurtures with choreographed email sequences, adapted buyer-driven journeys and have realized that personalization, based off of behavior and engagement, results in improved outcomes.
However, most marketers still struggle to have the appropriate mechanisms in place to listen to and
act on engagement data. Today’s work-from-home world has increased the number of digital signals
generated and proven that marketers will need to lean on digital tactics for some time.
Engagement is more important than ever. Third party intent data isn’t delivering on its promise, as teams become desensitized to too many signals or intent being flagged too late. We’re also staring down a cookie-less future, impacting how marketers can analyze and understand audience behavior on the internet.
To remain relevant and outpace competitors, marketers must prioritize the creation of — and take action on — first-party data. And, increasingly, first-party data that is actionable and rich with insights is created through engagement on digital channels.