Test, Learn & Scale for B2B Marketing Data Quality Gains

The Best Marketing Strategy Gets Better With An Agile Process (part 3 of 3)

Originally published on http://blogs.informatica.com/2016/06/22/b2b-marketing-data-quality-gains/.

This blog is co-authored by Rishi Dave, Chief Marketing Officer, Dun & Bradstreet and Jim Davis, Chief Marketing Officer, Informatica.

In the final blog from the conversation with Jim and Rishi, the Informatica and Dun & Bradstreet CMOs, we share perspectives about how an agile process is key for achieving an effective marketing and data strategy - for every organization.

Please find the 3 Must Haves to Master Data-Informed Marketing Excellence blog one about integrated data here and blog two about collaboration here.

 

3 - Process

Implementing a data-driven marketing strategy may feel like a daunting task. Maybe that's why some CMOs haven't jumped into the pool yet.

But it doesn't need to be a deep dive. Rishi and Jim both strongly advocated for the agile approach to marketing strategy development and iteration. Common in software and product development disciplines, agile is an easy and practical, step-by-step approach to bring quality data into marketing programs.

Don't think of it as a big project. Bite off a small chunk, gain some results, promote within the organization, and change the culture.
Jim Davis, Chief Marketing Officer, Informatica
 

Jim's guidance for testing was to move fast and have clarity of purpose. "Show results in a matter of weeks, not months," he said. "Have some sort of a quantifiable business benefit. Use that as a platform to advance this approach to digital marketing, to understand what data can bring to your organization. Don't think of it as a big project. Bite off a small chunk, gain some results, promote within the organization, and change the culture."

Rishi echoed Jim's sentiment, "Yes, test, learn, and scale. It doesn't have to be a big expensive project before you get results. What is your business strategy? What are the things that will help you achieve that? Now you can test very quickly with your partners in sales and other areas, get great results and then agree as a team to scale those results. Companies that are in that mindset are the most effective at creating change very quickly."

Yes, test, learn, and scale. Companies that are in that mindset are the most effective at creating change very quickly.
Rishi Dave, Chief Marketing Officer, Dun & Bradstreet
 

Rishi and Jim's insights are especially helpful for today's marketing leaders. Yes, they're companies who have partnered to provide quality data and insights within a powerful data management solution. But they're also CMOs - working to implement the same best practices for data-driven marketing that they help their customers embrace.

The end goal is the same for all: business growth and happy customers. A data-informed approach gets CMOs closer to that goal.

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