Alyson Griffin, Vice President of Global Brand Marketing at Intel, discussed what it takes to build a data-driven marketing strategy during her keynote address to Argyle's CMO membership at the 2017 CMO Forum: B2B Marketing in the Digital Era in San Francisco on November 29.
"[With] account-based marketing, for those of you that aren’t doing it, the value of it is it focuses on the best opportunities. You’re ensuring your attention is given to the top prospects, but it also delivers on sales reality."
"We need to be talking directly to the customer and then have sales back it up when they come in with the same story. In order to do that, sales had to understand the same story, and that’s where the branding from the inside out really became critical."
"Good companies deliver satisfaction by doing what is promised, but then they delight the customer by doing the ordinary things in the potential motivators section. We look at our customer surveys in that light, where we do not trust what customers say; we try to marry it with data analytics."
"I think that data in B2B is actually in some ways more important than B2C, because the sales cycles are much longer and only a very small fraction of the entire B2B audience is actually a fit for your product or service. It’s way more important that you’re hyper-targeted in your messaging and your segmentation, while in the B2C world it’s less important because you’re generally targeting larger demographics."