Data driven marketing Marketing is always based on a strategy and creative guiding principle at the beginning. In order to be able to develop the marketing strategy for complex B2B customer journeys even better, data-driven marketing will become even more important . Collecting, evaluating and interpreting data as a basis for decision-making will be an essential basis in the future.
Performance-driven and demographic data is already being obtained via channels such as websites, shops, blogs, LinkedIn, Instagram and newsletters. In addition, knowledge of the target group’s motivations, information needs and expectations of the brand is playing an increasingly important role.
82% of the B2B marketers surveyed believe that
Due to the changed framework conditions, alternative data qualification will become a competitive advantage in the next three years. And 78% of this band database group see data-driven marketing as a decisive success factor.
In addition to the classic tools for evaluating the KPIs of websites (e.g. Google Analytics), shops (e.g. Econda), social media (e.g. Facelift) and email (e.g. Inxmail), the possibilities offered by marketing automation tools (e.g. Salesforce) or CRM tools (e.g. Microsoft Dynamics 365) are becoming increasingly important.
Since marketing has been evolving from mass communication to personalized, authentic and differentiated target group communication for many years. Data driven marketing data-driven marketing is essential. The development of 3rd party cookies to 1st party cookies is another driving force as to why the collection, evaluation and use of data by B2B companies themselves is becoming increasingly important.
Data-driven marketing is needed to create and display content and ads that are tailored to your needs and to continually improve the user experience in digital media (especially websites, shops, blogs, social media, email). Above all, companies with the 2024 season ending need to make better use of their data collection and marketing tools or to introduce and use the appropriate tools.
Social Media Marketing
It has taken around 10 years and a pandemic since our study on “Social Media Marketing in B2B” for social media to play a major role in the digital marketing mix. Data driven marketing While in 2010 the focus was mainly on search engine marketing (SEO/SEA) and email marketing, we are observing that social media marketing is overtaking the previously mentioned online marketing disciplines .
Consistent, up-to-date, emotional and authentic communication via social media is essential for leading B2B brands. They are already investing ba leads in ongoing social media marketing to increase brand reach and generate leads for sales.
Due to current conditions
(especially hybrid working, hybrid events, Generation Z, authentic brand communication), social media will become even more important . As important as SEO and SEA (Google Ads, Bing Ads) are for brands, social media communication creates more emotional closeness and actively promotes brand loyalty.
The top 4 channels that have emerged for B2B brands over the last 13 years are LinkedIn, Instagram, YouTube and Facebook. While these social media channels are suitable for customer communication and social recruiting, according to our observations, TikTok will primarily be a channel for employer branding in the future.