Today, the B2B customer experience is facing radical changes, and the way this change surrounding how B2B customers purchase has created a massive arsenal of data at disposal for sales teams.
As a result, modern and powerful computers along with machine learning algorithms began learning from this data. This is how data science made its way under the radar of every B2B marketer, thus, enabling a much better understanding of audiences.
Data science expands as more data continues to be generated, thus, providing marketers with valuable insight regarding customers. To illustrate just how vital data science is for B2B marketers, take a look at these astounding ways on how data science is impacting and changing the dynamic around B2B marketing.
25 Ways Data Science is Changing B2B Marketing
- Finding Leads: Data science is extremely efficient in narrowing your targeted leads and finding out specific details regarding their business practices. For instance, by using data, you can determine the companies they’ve frequented over the year or even their exact needs.
- Checking Content Progress: Putting content is not enough. You have to inspect and gather information on whether your content is enjoyed by leads & customers. This is where data science plays a vital role by extracting insights and leading future campaigns on content marketing.
- Figuring out personas: Given how B2B marketing has a lot to do with figuring out specific personas for marketing a product, data science aids in figuring out these personas and also the type of characteristics needed for creating a customer base.
- Performs Sentiment Analysis: As data science enables sentiment analysis, you’re able to gain better insight regarding leads and customer beliefs, attitudes, and opinions along with their reaction and engagement.
- Relevant Content Creation: With each step surrounding the sales funnel, you’ll always have to deliver contents that are both relevant and valuable and one way to create great content is by extracting data on your audiences such as collecting data based on the kinds of visitors that visit your site.
- Analyze Social Media Accounts: Engagement with audiences through social media sites is common for B2B marketers. But with data science, your information on audiences becomes much better and organized.
- Data Collection on Current Customers: Data science also plays well into nurturing the relationship between you and your current customers. Scouring through data helps marketers understand which product/service serves them well.
- Saves Research Time: Because of data science, today, marketers can easily collect data and analyze it automatically as compared to the hours spent on researching leads to measure their worth.
- Better Lead Focus: Through predictive data analytics, marketers can learn from their data about which leads can bring the most ROI (Return on Investment). How? By analyzing accounts you’ve closed before.
- Improves Digital Marketing Platforms: In B2B marketing, data isn’t only collected for learning whether leads/customers are enjoying the content. It is also an attempt to check how all the digital assets are performing to improve them further.
- Saves Finances: Spray & pray is a marketing tactic that dominates over the B2B industry, meaning marketers often release content, blog posts, etc. to large audiences without proper targeting. However, this wasted tactic is eliminated through data science.
- Assist the Sales Team: Sales teams don’t always have the resources or time for tons of researching on customers. With data science, marketers can prevent this headache and keep the team updated with leads and customers.
- Empowers Marketing Team: Marketing teams often want to focus on marketing alone instead of spending hours on research that doesn’t yield much. Hence, with predictive analytics at their disposal, it can offer better performance.
- Predict on Lead Searches: Leads these days are quite smart as they research your company and look into what you’re offering. As such data science can keep you ahead of leads by looking into their searches and tailoring your offer based on those queries.
- Lead Detection: Data science helps analyze where leads come from as they visit your site, content, and even social media pages. By viewing this, marketers can invest more strategically into which platform draws more leads.
- Boost Email Campaigns: The emails you deliver won’t always appeal to all the customers. But this changes with data science as you’re able to estimate which email mixes well with which customers.
- Keeping up with trends in the industry: Looking at your data alone is not enough, you’ll have to analyze any available data for your industry. This is how you’re able to notice trending topics and apply them to your marketing & sales efforts.
- Improve Ad Offerings: Data science enables much more specific ad targeting for customers while also measuring the result and click rate of your campaigns, thus, making things better for the right crowd to watch or click your ads.
- Gaining their (leads) Trust: When you’re able to gather more insightful data concerning your leads, it becomes much easier to target them with relevant content. This in turn leads to increasing the trust between you and your leads.
- Speeding the Sales Funnel: The sales funnel is something that can take a lot of time to complete for a single lead, however, the right data and tools help speed up this process while saving time & money.
- Determining how Products & Services Can be Improved: Data Science can allow marketers to improve their offerings and sell better products & Services by showing what needs to be improved.
- Analyzing Team Performance: Data science can also allow you to observe how well your team is performing and inspect the areas they may be lacking in. This way, organizations can keep sales and marketing teams on track.
- Deliver Real-time Messages: With the utilization of data science, you’re able to deliver real-time messages to any of your leads and customers automatically. This helps close faster deals and keeps a customer’s business running longer.
- From Marketing-qualified Leads to Sales-qualified Leads: According to Marketing Sherpa and 6Sense, over 79 percent of marketing-qualified leads don’t convert. There’s no particular reason for this, however, data science can help turn this around by converting MQLs to SQLs.
- Finding Client Communication: By analyzing data, you can focus better on the ‘how’ and ‘when’ of prospect communication. For instance, you can find out the sites your best leads may frequent every afternoon or the type of post they’d usually read.
Final Thoughts
The past decade has pretty much revolved around the discovery and exploration of data and the various components surrounding it. As data continues to grow, the extent of influence data science bears and just how vital it has become for B2B marketers around the globe shouldn’t be as surprising anymore.
So, if you haven’t entirely hopped into this powerful wagon, now might be the perfect time to learn more regarding its influence and apply it efficiently to B2B marketing.