For industrial and manufacturing marketers, the integration of data, technology and marketing is producing a wealth of new opportunities to boost revenue streams. However, figuring out which technologies to implement and which data to utilize has challenged more than one B2B marketer.
Customer data is often stored in separate systems such a billing, inventory and service center logs. Marketers are increasingly charged with the task of implementing solutions to manage this data where in the past, this was handled by IT. Additionally, marketers are often limited to using lists from common data sources that provide zero competitive advantage.
Author: Larisa Bedgood