The Importance of Data in B2B Marketing

In a recent episode of "The Thoughtful Entrepreneur," host Josh engaged in a conversation with Paula Chiocchi, CEO of Outward Media (OMI), about the critical role of data in B2B marketing. They explored how businesses can leverage data to enhance marketing strategies, the necessity of maintaining high-quality data, and emerging industry trends. Paula shared key insights and actionable advice, offering a comprehensive guide for businesses aiming to optimize their marketing efforts through data.

Outward Media, known as OMI, is a performance marketing agency with a robust B2B database of approximately 145 million managerial contacts across various U.S. industries. Specializing in omnichannel marketing, OMI offers services such as social media marketing, direct mail, email marketing, and programmatic advertising. Paula emphasized the importance of accurate data, noting that poor data can lead to significant opportunity loss, such as outdated contact information affecting email marketing efforts. She advised regular data updates and investing in quality data to maintain accuracy and effectiveness.

Paula also highlighted the value of investing in quality data, which can significantly impact marketing effectiveness and ROI. She shared examples of OMI's partnerships with notable clients like AT&T and Amazon, underscoring the importance of reliable data in successful marketing campaigns. For small and midsize businesses, Paula suggested using OMI's data to create lookalike audiences for social media marketing and combining multiple channels for a powerful strategy. She also discussed trends like AI integration and the shift towards targeted marketing, advising businesses to explore AI tools and focus on quality communications.

About Paula Chiocchi:

Paula Chiocchi, CEO and founder of OMI, is an award-winning marketing industry veteran whose mission is to help businesses realize their full potential by effectively reaching their target audiences and converting more prospects into customers.

Under her direction, OMI provides Fortune 1000 firms and other clients fresh, accurate contact data to fuel outbound marketing initiatives and drive sales and profits. An expert and innovator in multi-channel marketing data, Paula has established OMI as a leader in comprehensive email campaign management services. Along with her growing team, her goal is to assist clients in successfully navigating the complex email channel by offering hands-on guidance combined with the highest levels of email deliverability and marketing ROI. Paula began her career with Dun & Bradstreet and developed her skills by creating direct mail, online advertising and email campaigns for leading mortgage companies, financial institutions, telecom, software, online gaming sites, sweepstakes enterprises and e-commerce companies.

Paula has been a contributing member of Forbes Agency Council since 2016.

About Outward Media, Inc. (OMI):

Outward Media (OMI) is a leading provider of high-quality marketing data, dedicated to helping organizations expand their reach, acquire new customers, and enter new markets. With a strong focus on multi-channel marketing data, OMI has established itself as a pioneer in delivering fresh, accurate business contact data that drives growth and success.

Specializing in both B2C and B2B markets, OMI compiles domestic and international data with a commitment to maintaining the highest standards of data quality. The company’s core competency lies in collecting accurate data across various channels, including postal, firmagraphic, demographic, and email address data.

To further demonstrate its commitment to email data integrity, OMI created the OMI Clean-Send service, which helps protect clients' sender reputations by ensuring their email messages are delivered without being blocked or having their servers blacklisted. OMI is also renowned for executing flawless email marketing campaigns, providing end-to-end support from data acquisition to campaign execution.

As a trailblazer in the database marketing industry, OMI was the first provider to offer clients unlimited annual use of the email data they license. By providing complete email data files, OMI empowers clients to conduct email marketing campaigns in a cost-effective, unrestricted manner, setting new standards in the industry.

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Links Mentioned in this Episode:

Want to learn more? Check out Outward Media, Inc. website at

https://outwardmedia.com/

Check out Outward Media, Inc. on LinkedIn at

https://www.linkedin.com/company/outward-media-inc.

Check out Paula Chiocchi on LinkedIn at

https://www.linkedin.com/in/paula-chiocchi

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