For most B2B marketing organizations, the practice of data-driven marketing has yet to measure up to the promise. For the leaders, however, the ability to turn raw data into usable insight relies first and foremost, on having a clear organizational commitment. Leaders in insight-led marketing are far more likely to have reorganized and put in place a clear strategy to take advantage of the reams of data now available.
The rise of big data has opened exciting new opportunities for marketers to create more targeted, personalized, and insight-led initiatives and campaigns. But not all companies have yet committed to the level of investment required to take full advantage. ITSMA’s new research will explore best practices in insight-led marketing.