Coming This Fall: 'The Big Data-Driven Business'
March 28, 2014
Data is transforming how marketing works and is making the marketing team more powerful than ever. With the data produced by their marketing technology stack –marketing automation software, CRM systems, data management platforms, and analytics tools – marketers are increasingly able to glean deeper insights into their customers and prospects. Using these same tools, marketers are able to more precisely target their messages. And they’re better able to measure the impact of their programs.
In a book due out this fall, Bizo CEO Russell Glass (with me as co-author) will be chronicling how the use of data is transforming not just marketing but the entire enterprise. The book, “The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors and Boost Profits,” is being published by Wiley. You can read the first chapter here.
With this book, we make the case that big data is an even bigger deal than the hype suggests. Data about prospects generated by marketing automation systems is helping marketing teams and salespeople finally agree on what constitutes a good lead. This agreement enables marketing to more confidently measure its impact on revenue, which in turn gives marketing a bigger role in the business. Through its marketing stack, which tracks prospects throughout the buyer’s journey, the marketing team is becoming the owner of the customer experience. Because of this focus on the customer, we believe the next great crop of CEOs will have initially earned their stripes as CMOs. Ultimately, the companies that have a relentless data-driven focus on the customer will be the big winners.
This post was originally published on the Bizo blog. In July 2014, LinkedIn + Bizo joined forces to build the most robust B2B marketing platform available to marketers. To learn more, check out David Thacker, VP of Product at LinkedIn’s announcement blog post.