ABM StrategyTech

Picking the Right B2B Data Provider

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TLDR:

In these current times, the use of data is of increasing strategic importance. Just as relevant is the business that provides that data. Tips on how to pick the right one are always helpful.

With the increasing amount of data providers B2B marketers can choose from, providers have to supply innovative data that can be acted upon. It is now more important than ever before to pick one that fits your needs in ways others can’t.

But before going out there on the hunt, it always helps to have a roadmap so you pick the right one. More specifically, if business objectives are clearly etched out, it’ll be that much easier to know if progress is being made to accomplish those objectives. 

It’s not enough for marketers to know where their businesses are headed. They also need to have a way to measure it. After all, according to Peter Drucker, the father of modern management, if something can’t be measured, it can’t be improved. Likewise, if marketers can’t measure the objectives established, it’ll be hard to know if they’re gaining traction.

Simply put, it gets easier for marketers to understand their sales processes the more time they spend selling.

Now that it’s known what the destination is, starting immediately isn’t the best idea. Time must be spent organizing how marketers use their data. More specifically, tier data needs as if the needs were prospects. For example, customized data providers may not be the best for all tiers organized. Not all prospects require the same amount of investment. Some need more, others less.

After potential data providers are identified, marketers may want to probe further into their targeted providers by asking specific questions. These questions vary in scope, but a few fundamental questions that might be a good idea to ask provider candidates have to do with quality and quantity of the data supplied. In addition, how service is carried out, including QA and appropriate follow-ups are good choices, as well.

Now that data priorities are organized and potential suppliers are identified and interviewed, it’s time to choose. While cost is an important factor, think of it as an investment. It’ll cost a lot in the beginning, but as the data provides valuable insights, it pays for itself. 

An important thing to keep in mind when selecting a data provider is that fit goes both ways. Just as they might be a fit for you, you might not be a fit for them. Can they handle the agility an Account-Based Marketing strategy demands?

Original article from MarTechAdvisor on 19 February 2019 

The ABM Journal

The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

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