Marketers — especially in B2B — constantly repeat that “data is our most valuable asset.” B2B data gets likened to gold, oil, and just about every other scarce commodity. Its importance is rarely questioned. We also pour substantial budget into it. Our MAPs, CRMs, CDPs, and a growing stack of martech platforms eat up a large share of our annual spend. Our reports are now packed with analytics from digital campaigns — a far cry from the days when B2B brands ran ads in trade magazines and simply hoped they would pay off, with little proof either way.
Yet the explosion of data hasn’t made our choices any easier. Even with vast data lakes running through the marketing function, we still struggle to convert data into real insight. It’s incredibly simple to generate charts and tables. We cram decks and dashboards with them, and even rely on automated tools to spit out this data-heavy eye candy without a marketer ever really examining the numbers.
But what is the data actually telling us? How often do you see a report that notes a metric improved last month but never explores the reason? Or one that dives deep into underperforming metrics without adding any context? If campaign X delivered double the CTR of campaign Y, that sounds encouraging. But unless we understand the cost per click and what happened after the click, we still can’t say which campaign truly performed better.
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