1. Data Driven B2B Marketing Solutions
Draw
conclusions
Evaluate
and
optimize
Company
strategy
Data
gathering
Data
analysis
Improve
insight

2. Data Driven B2B Marketing Solutions
Company strategy
Existing strategy is the starting point.
Determine basic information needs based on:
• goals
• plans
• targets
• KPIs
Draw
conclusions
Evaluate
and
optimize
Company
strategy
Data
gathering
Data
analysis
Improve
insight

3. Data Driven B2B Marketing Solutions
Data gathering
Enhance understanding by gathering relevant data.
Market Intelligence
outside in
CBS, Graydon, KvK,
Google, Industry
reports, field research
market size
trends, developments,
competition,
customer wants/needs,
interview feedback,
Sales cycle, etc
Business Intelligence
inside out
CRM, ERP, Sales, Customer
Services, Finance, IT,
Marketing
current customer base,
current prospects,
sales effectiveness, win-
loss reporting,
market segments, profit
analysis, ‘buyer persona’
Perspective:
Sources:
Understand:
Draw
conclusions
Evaluate
and
optimize
Company
strategy
Data
gathering
Data
analysis
Improve
insight

4. Data Driven B2B Marketing Solutions
Data analysis
Analysis of the external and internal data and
Marketing information.
• Competitor analysis
• SWOT
• Customer satisfaction measurement
• CRM reports
Generate concrete business insight, e.g.:
• Market share by segment
• Sales performance by region
• Sales performance by channel
• Detailed profitability analysis by segment
• Analysis of business potential by region
Draw
conclusions
Evaluate
and
optimize
Company
strategy
Data
gathering
Data
analysis
Improve
insight

5. Data Driven B2B Marketing Solutions
Improve insight
Create multi-layer maps based on geo-information.
In partnership with Geodan or other solutions,
create a map with e.g.:
• existing customers and prospects vs all potential
• current sales reach by account manager
• geographical white-spots and soft-spots
Draw
conclusions
Evaluate
and
optimize
Company
strategy
Data
gathering
Data
analysis
Improve
insight

6. Data Driven B2B Marketing Solutions
Draw conclusions
Offer suggestions of existing business potential:
• In regions
• In market segments: industry, company size
• Potential competitor attack programs
• Marketing & Sales campaigns
Identify potential new business areas:
• New go-to-market models (e.g. indirect vs direct)
• New Product-Market Combinations
• New solutions for upselling
• Existing solutions for different segments
• Create scenarios for (additional) staff, campaigns
Draw
conclusions
Evaluate
and
optimize
Company
strategy
Data
gathering
Data
analysis
Improve
insight

7. Data Driven B2B Marketing Solutions
Evaluate and optimize
Set new goals, targets, KPIs and adjust plans:
• define Get, Keep, Grow strategy by segment
• create Marketing & Sales mix by segment
• address customer satisfaction (NPS, CES)
• create marketing plan by segment
• monitor the execution and progress
• measure results and evaluate
• use findings to tweak company strategy
Draw
conclusions
Evaluate
and
optimize
Company
strategy
Data
gathering
Data
analysis
Improve
insight