Big Data WILL Transform Your B2B Lead Generation

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Big Data will Transform your B2B Lead Generation—If You Learn How to Use It  

Have you ever wondered how the greatest life coaches like Jay Abraham, Tony Robbins, Robin Sharma and others in their league always figure out a way to share the most enlightening ideas with their program participants? It can’t be easy to talk to a hundred or more people at one time and leave each individual equally impressed and enlightened. And yet, these masters do it time and time again. There is so much knowledge, experience and wisdom they have to offer, but they are skilled at knowing what to share, with whom, when, how and why. One could compare it to a savvy organization having access to mounds of Big Data but knowing exactly what to do with it and achieve the best results.

For B2B marketers, Big Data is both a boon and a bane. I know some of you are saying that “Big Data” is the latest hair-raiser big software companies are throwing around to scare us in the world of B2B lead generation. They’ll tell you that “Big Data is out there, whether you like it or not”. Your competitors have “found a way to tame it AND make it work for them”. So you should “use the latest and greatest software to start using Big Data in your business too”.

Scaremongering or not, the fact is, using data the right way can definitely transform your B2B lead generation efforts. I have previously written about how Big Data can be a big deal for B2B. I’m not changing my tune; in fact, to all of you naysayers out there, I suggest you look past the marketing and slick copy from those research companies. Don’t even call it “Big Data”. It’s DATA and it’s useful. With the advances in Internet marketing and social media, there is so much more that can be measured. But let’s not forget that even 5 or 10 or 20 years ago, it was still important to take whatever data you had, segment it and make it work for you. That’s the reason why so many of our larger clients came to us then and continue to come to us for assistance. It’s not that they don’t have the data; they need help with how to use it in a smart way in order to accelerate demand generation.

Using an analogy from my favorite world of food, think about how you take in (or not) different types of menus. If you are handed a menu that runs into several pages and feels as heavy as the phone book in your hand, you are naturally, overwhelmed. Likewise, when you walk into a fast food restaurant and look at their brightly colored and illuminated menus on the wall, you see everything from fries to sundaes to salads and far too many types of combo meals. What in the world should you order? Contrast that to a Tasting Menu like the one I experienced at Maenam in Vancouver, BC or Eigensinn Farm in Collingwood, Ontario. It’s a completely different experience. You put yourself in the hands of a master chef who knows how to ensure you enjoy something you have never experienced before. The master chef is catering to a select, highly targeted group of patrons at each meal served. The menu is carefully designed and planned to deliver the most exquisite and memorable pleasures for your palate.

In our busy, fast-paced world, we don’t have the time and feel stressed when faced with an overwhelming number of decisions to be made—whether the decision is what food to order from an endless menu or which enterprise solution to buy from a host of B2B vendors. Tony Robbins says we are past the age of information; people are now looking for wisdom and value. Especially in the B2B world, members of the C-suite are busier than ever. They don’t have the bandwidth to even look at, let alone evaluate your large menu of options. What they need is a trusted advisor whom they can rely upon to provide them with an elegant solution that meets their needs without any hype or exaggeration.

This isn’t a new message I have here but it’s something that is continually missing from B2B plays. Sales teams and marketing teams are fighting legacy issues, there are budget battles to fight, there is never-ending stress to show numbers and quantify progress in terms of revenue growth, and so on. The point I’m trying to make is that it’s a vicious circle with the legacy issues that we discussed previously. A circle that affects not only our prospects and their buying behaviour but also affects the way that we sell. It prevents us from really focusing on helping people. No matter what we do as marketers, it all boils down to understanding our clients and our prospects better. And that traditional wisdom never gets old.

4 Useful Resources On How to Use Big Data for B2B Lead Generation

I found these handy resources I want to share with all you B2B marketers reading my blog:  

  1. Not sure how Big Data can help your B2B company? Read this excellent Case Study on how Big Data can make your B2B channel partners more effective.
  2. Don’t have a roadmap of how to apply Big Data in your organization? Follow these recommended 5 steps your sales and marketing teams can take to share customer insights and increase sales with Big Data
  3. Still wondering what to expect from Big Data? Here are 7 B2B marketing challenges that Big Data can help resolve.
  4. Learn why you need to follow the B2B buyer’s journey…backwards!

If you enjoyed this post, please click here to receive updates and information about B2B lead generation and do leave me a comment. You can also email or call me, Louis Foong, at (905) 709-3827.     

Image credit: Shutterstock

Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.

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