Moving beyond Data Driven to Metrics Informed Decisions - with Michael Pollack, CEO Intricately
Description
As the landscape of B2B marketing and sales continues to grow, it's the perfect time to revisit this insightful conversation and Michael Pollack’s perspectives on optimizing your data strategy for more effective customer acquisition.
Moving from data driven to metrics informed decisions and what does this mean for customer acquisition professionals?
This was a primary topic of conversation on the latest Selling the Cloud podcast with Michael Pollack, Intricately CEO
Data is like water - it's really important if you don't have any but what if you have TOO MUCH? Water's value increases exponentially when you process or distill it into higher value outcomes (coffee vs water). This applies to B2B Marketing and Sales by evolving your data strategy from "contacts to context" - creating marketing & sales intelligence
CRM, Martech and Salestech platforms contain and create a lot of content (data) - but not enough context such as:
- What to say and/or what content to share
- When do you share it and how
- How do you say it or how do you message the content
Marketing can add more value to revenue growth by REDUCING the number of leads and moving to a "disqualification" versus "qualification" orientation. Disqualifying low fit leads, contacts, and prospects increases time invested on high quality leads & opportunities
We all know the buying journey has changed - but why are we still using techniques from 10 years ago?
Mike has some interesting insights and ideas that he shares in this episode.
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