McKinsey report: The importance of leveraging data for large B2B marketers

This report, “The data gambit: How large B2B companies can outmaneuver start-ups,” is based on a McKinsey survey of B2B marketers and a cross-sector review of case studies.
  • The access to data – particularly first-party data – is a major advantage for established B2B players, but this asset is under-utilized, with 86 percent of those surveyed feeling they could do more with it.
  • Data is also “the biggest structural advantage” that any established company has over a new competitor, allowing them to identify and execute on new ideas, among other benefits.
  • The data that incumbents have should be viewed as an asset that can’t be duplicated easily, centered on things like customers, plant operations and financial performance.
  • The switch to more virtual selling expands the ability to gather...

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