Martech Interview with Lynn Tornabene on Data Strategy
Martech Interview with Lynn Tornabene on Data Strategy
Lynn highlights in an Martech interview on data strategy about how marketing techniques have evolved and how crucial it is to have a comprehensive data strategy to make informed marketing decisions. An insights-informed approach is the only way to determine what’s best for your company. Looking at the buying journey as a rigid, straight-line process we (think we) control to a more flexible one. Practices such as using intent data, machine learning and AI, triggered marketing, and data-driven orchestration across channels are now powering brand and demand programs.
Working with a client to create a new strategic approach to reseller marketing using intent data. Our research shows that companies with a data-driven marketing approach perform significantly better than their peers. We found that the marketers with a comprehensive data strategy are twice as likely to grow 20% or more and 3.6 times more likely to report excellence in deriving actionable insight from data. They wanted to lean into digital channels to create a “marketing-first” program that could generate more and better quality leads.
In marketing, Data analytics is like breathing; it’s essential to survival. Without analytics, marketing is just a cost center. With good analytics, marketing is a revenue engine. Note that I said analytics, not reporting – reporting is required but not sufficient. And that modifier “good” is also important — if your analysis is based on opaque, inaccurate, or outdated data, you won’t have the insights needed to make good decisions.
About Lynn Tornabene- Lynn Tornabene, Chief Marketing Officer, Anteriad. Lynn is an accomplished business leader who has led and implemented successful brand transformations, launched market-leading products, and built and developed high-performing marketing and research teams.
About Anteriad - Anteriad powers B2B with the industry’s leading data: purpose built, highly-trusted, compliant, campaign ready and with global reach. Providing B2B marketing leaders with depth and scale as well as hyper granularity.
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