Marketing data is any information that is machine-readable and of benefit to marketing teams. It is collected from public and private sources and helps with identifying ideal customers, crafting compelling content and building more effective campaigns.
There are several different types of marketing data and they all have specific use cases for B2B marketing.
Scroll 👇 for Cognism’s marketing data FAQs - or alternatively, use the menu to jump to a section.
Marketing data 101 | Why is marketing data important? | Where is marketing data collected from? | What are the different types of marketing data? | How can data transform your marketing team? | Cognism’s B2B data eBook | The world’s best B2B marketing data
Cognism's data makes marketing easier and more effective. Curious to see how? Click 👇
Find out everything you need to know about B2B data and how it benefits marketers. Press ▶️ to watch Cognism's tutorial.
Data is the secret weapon in today’s B2B marketing landscape. Armed with fresh, accurate and compliant data, a data-focused marketing team can reach niche audiences, develop strategies that attract and delight them, and assist sales in the task of converting them into paying customers.
These are the practical benefits of marketing data:
“Know your customer” has been a mantra for B2B sales and marketing teams for quite literally decades. It’s only in recent years that technology and data have turned that mantra into a reality.
Today, every interaction a prospective customer has with your brand can be logged and measured. Lead scoring - that is, the process of assigning your marketing leads with a score based on the quality of those interactions - has meant that best-fit prospects can be identified quickly and easily.
The interpretation and analysis of prospect and customer data feeds into almost every marketing activity:
This accumulation of data and its application in a marketing team leads to only one thing: smarter, better marketing.
B2B/SaaS is a highly competitive industry. Thousands of new products and services flood the market every year. For the majority of customers, it’s hard to gauge the difference between them.
Data is how to make your product or service stand out from the crowd. With information on your prospects and customers, you can discern:
The B2B sector is product-led; data provides insights on how to improve products and market them successfully.
Every marketing team working in B2B and SaaS faces the same challenge - time. Specifically, not having enough of it to complete every task mandated by the business.
However, a data-driven mindset can improve productivity and time management. By selecting KPIs across each marketing role, and tracking them weekly, the team can gain insights into which tasks are actually producing the best results.
What this leads to is a constant cycle of revision and optimisation. The most successful B2B marketing teams use data to inform their decision-making, from which events to attend to which blogs to publish. A/B testing is another pivotal step in the marketing process, one which generates useful data to study and learn from.
It’s crucial for B2B marketing leaders to have a deep understanding and focus on data. They also need to transmit that understanding to their junior colleagues. It can make all the difference between a marketing team’s success or failure.
Marketing data, like all types of B2B data, is captured from prospects and customers and stored online, either publicly or privately.
These are the definitions of public and private sources for B2B marketing data:
Anywhere online where data is freely available, in the public domain and not gated behind forms or paywalls.
Anywhere online where data is secured from public view and can only be accessed via subscription, form completion or payment.
There are five types of data in B2B marketing.
The most basic level of marketing data. This is information related to personal and geographic attributes, e.g.: names, email addresses, telephone numbers, employment histories and skills.
This type of marketing data is the basis for demand generation. It can be used to target prospects through email marketing campaigns.
This refers to information about companies, e.g.: company name, company location, the industry they operate in, the number of employees they have and how much revenue they generate.
This type of marketing data is particularly useful for account-based marketing, where campaigns are targeted at a group of decision-makers inside one company.
This refers to information about the technologies that individual prospects or their companies use, e.g.: the name of the product or service and how long it’s been used for.
This type of marketing data is prized by product marketers, who can map features and benefits against their competitors.
This refers to the real-world events that impact individuals, companies and industries. Also known as event-based triggers or sales triggers, they often highlight when a prospect or a company might be ready to buy.
Examples of chronographic marketing data are:
The latest type of marketing data and one which is sure to revolutionise the industry. Intent data refers to the measurement of web users’ behaviour (where they go and what they interact with online), with the purpose of predicting what they do next.
There are two types of intent data:
Intent data is perhaps the most valuable type of data for a marketer. It indicates when a prospect or company has the strongest intention to buy a product or service.
A data-driven marketing team is a successful marketing team. These are the ways in which data can transform marketing for the better.
Marketing can’t begin until you know the market!
How many people are available for your product or service? Where are they based? How much revenue do you expect them to bring in? These are all vital questions to ask.
The answers are found in the examination and analysis of data. A complete picture of your target market can be computed - this is known as a Total Addressable Market or TAM calculation.
For an instant snapshot of your target market, why not try Cognism’s TAM calculator? It’s available for free on our total addressable market page. Simply fill out the details and you’ll receive an email containing the number of leads available to you, broken down by job title, location, company size, industry and technology.
The first four types of marketing data are essential for developing your Ideal Customer Profile or ICP. This is a representation of your perfect customer, the person who will derive the greatest benefit from using your product or service.
Use a questionnaire or online feedback form to gather data from your existing customers; then, review the data. Search for anything that links your customers together. The insights you gain can be assembled in an ICP template, that you can refer to again and again when marketing to new customers.
The goal of any marketing team in B2B and SaaS is to make sales easier. This is done via effective lead generation, in particular by focusing on quality, not quantity.
TAM and ICP calculations are important first steps in this process, but there are other considerations as well. Content that matches your audience’s desires and campaigns that reach them in a timely fashion are two of the most essential. Data powers both of these disciplines.
Gone are the days when B2B sales and marketing teams worked in silos and never communicated. For a business to succeed, it must have both teams working together, chasing the same prospects and working towards the same goals.
Data is the umbrella under which you can unite your sales and marketing departments. Give both teams monthly and annual revenue targets and continually track their progress. A further step would be to combine the two teams under one banner - the revenue team.
A data-focused marketing group can become a revenue-generating engine in its own right. It can attract quality leads, provide them with the answers they’re looking for and help to convert them into customers.
For marketing leaders, a data-driven approach will deliver several key benefits to their working lives and careers. It builds trust with business owners and the C-suite and creates a solid foundation for higher investment in the marketing function.
With this page, we have only scratched the surface of data and its ramifications for B2B marketers. There is so much more to learn, and there’s no better place to start than Cognism’s eBook B2B Data: The fuel for your growth.
We interviewed a range of internal and external data experts. Their thoughts provided the basis for our guide, which contains:
Cognism is the market leader for accurate, compliant B2B data. We offer global coverage and one of the strongest European datasets in our industry.
Use our data to identify new audiences, power your campaigns and get more of your emails seen by the decision-makers that matter.
Book your demo with us - click 👇