Major B2B brands bring several advantages to the market compared to smaller businesses and startups, including brand recognition, significant resources, and longtime relationships with customers and suppliers. But when it comes to leveraging their own data for opportunistic growth — not just incremental performance gains — B2B marketers lag behind their entrepreneurial competitors and could be ceding precious market share.
Benedetto Cristofani/theispot.com
Just 25 percent of B2B companies use data on a weekly basis to understand customer needs, and 9 percent never use data at all, according to a recent study by management consulting firm McKinsey.
The...