Business-to-business (B2B) companies are waking up to the fact that data is essential to better understanding their audience and executing more advanced marketing and sales strategies. Jennifer Stanley, a partner at McKinsey & Company who works closely with the firm's B2B clients, spoke with eMarketer's Jillian Ryan about the types of data B2B brands capture, and why some have trouble progressing their data management strategy to do more data-driven marketing. Stanley was interviewed as part of eMarketer’s July report, "B2B Marketing Data: Capturing and Managing Data for Actionable Insights."
What sorts of data are B2Bs focused on?
There are typically four sets of data most B2B companies capture. The first group of data is around the pipeline—a combination of inputs from sales, marketing and finance—so the company can forecast and see where they're making progress with specific types of customers and segments.