Three ways data is key to B2B marketing

Low Lai Chow

Using data effectively is crucial to effective B2B marketing, offering precision targeting, better customer experience and personalisation at scale.

Data was the order of the day at the recent B2B 360 marketing summit in Singapore– and “the new oil”, as observed by LinkedIn’s APAC head of insights and analytics Mukkul Dasgupta.

“Unless you are able to refine it, and use it in the right way, it is as good as the oil in the ground that existed a long time ago, he said, emphasising the need for marketers to drill for the true value of data.

1. Treat people as people, at scale

With data, marketers no longer have an excuse to stereotype B2B buyers...

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