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November 21, 2023

Simon Cowart


VP of Growth

team of two people discussing marketing data at a laptop computer.

If there's one thing we've learned over the past few years, it's that adaptability is paramount in the B2B tech space. Whether it's keeping up with consumer trends, navigating supply chain demands, or riding the wave of public opinion, success is all about staying in the know.

And who’s responsible for driving that success? Enter the unsung heroes—the marketing teams. They're not just the creative minds behind flashy campaigns; they're the gatekeepers of invaluable insights into market indicators, from buyer behaviors to competitor intel and industry forecasts.

So, this year, for our annual technology industry report, we surveyed over 100 B2B tech professionals, to uncover how marketing data is shaping the decision-making landscape and what's holding back tech giants from unleashing the full potential of their marketing insights.

Marketing Insights Matter 

Marketing data isn't just for crafting catchy headlines—it's the secret behind strategic business decisions. In fact, 62% of our respondents have made business moves based on marketing insights in the past year.

Sure, optimizing the sales and marketing funnel is a no-brainer. But other departments are also using the data to drive growth. Marketing insights are fueling product development, forecasting, and even optimizing the supply chain. The result? The data can speak for itself, but we think it could impact your business today.

Now, here's where things go wrong. While marketing teams are the key holders to these insights, some of our respondents said they don't have access to them, and others only get a sneak peek. We have organizational siloes to blame, as teams either protect their actionable insights or simply don’t create a space to share them.

Breaking Down Silos 101

  1. Buy-in From the Top: Convincing the C-suite of the profound impact marketing insights can have on organizational performance is a pivotal first step. See the comprehensive findings and business impacts on marketing insights in the modern technology business.

  2. Access is Key: Find concrete steps you can take to alleviate the breakdown of marketing data flowing through your business and balance sheet.

  3. Dedicated Sharing Moments: Creating structured opportunities for cross-functional interactions is vital. Quarterly dashboards and regular performance readouts tailored for specific teams serve as dedicated moments for information exchange. These structured forums not only facilitate the sharing of marketing insights but also contribute to a sense of shared purpose and understanding among diverse teams, aligning them towards common goals.

  4. The Small Changes: Sometimes, transformative shifts begin with seemingly minor adjustments. Don't underestimate the power of small changes in processes, tools, or strategies. A subtle tweak to lead generation forms or segmentation methodologies can yield substantial improvements in internal engagement and data sharing. 

  5. The Nuts and Bolts: Regular training programs and ongoing evaluations ensure that the methodology remains agile and responsive to the evolving needs of the organization.

So, moral of the story, marketing insights are shaping the future of B2B tech and silos are a key player in their demise. Ready to break those silos and reap the benefits of its success? Let's make B2B marketing tech history together, get in touch today.