B2B marketers repeatedly describe data as their most valuable asset, comparing it to gold or oil, and invest heavily in tools like MAPs, CRMs, CDPs, and various martech solutions that consume a significant portion of their budgets. Despite this investment, reporting now includes analytics from digital campaigns, a shift from past practices where B2B companies advertised in trade publications with limited evidence of benefits, yet more data has not clarified decision-making as marketers fail to...
Marketing Ops