How can marketers tell when customers are ready to buy? Data collected in the right ways can uncover insights that marketers need to nurture buyers throughout the entire customer journey. Joining this episode is David Fortino, the Chief Strategy Officer at NetLine, who shares lots of valuable insights on the world of buyer intent data and how data can help us truly understand our customers.
What the Data Tells Us about Customer Decisions
A common theme throughout this conversation is that collecting data alone is not enough. Using it to create actionable insights and democratizing it across teams are both crucial to making the best decisions possible for your strategy.
David explains how marketers can better understand who is in the market, when they’re ready to buy, and why it’s important to move beyond generalized account-level data and look at individual buyers. By leveraging individual buyer intent data, companies can gain insights into individual pain points, research patterns, and content consumption across various platforms.
David talks about the importance of breaking down data silos within organizations and democratizing access to customer data to empower teams across sales and marketing. He also shares advice for teams on building a culture of curiosity and data-driven decision-making to identify potential customers and improve customer lifetime value through better-targeted messaging. Tune in for more insights on customer intent data, the use of AI, data privacy, and more.
In This Episode:
- 2:00 - How marketers can understand who’s in market now with buyer intent data
- 5:31 - How marketers can address customer lifetime experience
- 9:45 - Customer expectations on personalization and customer history
- 12:20 - How democratizing data can help us be more proactive with customers
- 17:17 - How organizations can build and deliver on a culture of data
- 21:12 - The importance of understanding what your customer cares about
- 26:26 - How NetLine works with publishers
- 30:00 - Finding a balance between privacy and personalization
- 33:42 - Why marketers need to provide equitable value
- 34:58 - Insights from the 2024 State of B2B Content Consumption and Demand Report
- 38:10 - The benefits of using data to enhance the customer experience
- 42:07 - How AI can help marketers unearth unique insights
Quotes:
“Data needs to be distributed and democratized across the full team, with real-time alerts and transparency and dashboards.”
“Culture has to start with leadership. It can't be something that is just lip service. It has to be followed through. And that means you need to arm people with the tools that allow them to act beyond just a fundamental curiosity in the morning, and then they move on."
“There are countless sites, offline events, and so on, all speaking to what you do either directly and or in an adjacent manner, educating your future buyers. So you need access to those data sets that allow you to understand where they are at, what they are thinking about, and what they are consuming.”
Resources:
Purchase the book at koganpage.com/datadrivenpersonalization (use code CCData20 for 20% off and free shipping in the UK and US) and sign up for more content at convinceandconvert.com.
