Transcript: I’m Justin Talerico from Beacon9 and I’d like to add some context to my recent post: Designing Marketing Data to Accelerate Deals
I’m a data-driven guy. And a very data-driven marketer. I rarely do anything that’s not objectively measurable.
But all data isn’t created equal. Most marketing data is inferred, because that’s what’s easy and what most tools make even easier. The data that really matters — the stuff that differentiates leaders from followers — isn’t inferred. It’s declared or explicitly given by users. It’s harder to get, but the ROI of making the effort far outweighs the pain.
Declared data is far more reliable for automation — targeting, segmentation and scoring. And even more exciting is that it’s far more usable for sales teams (actual people can read and use it.)
Those of you who know me have likely heard me say that ‘relevance drives velocity’. Well, buyer relevance starts with the intentional and methodical design of the declared data you need to make your marketing more specific. Ultimately that leads to efficacy which leads to capital efficiency in customer acquisition. Go get ’em.