How can B2B businesses use the data demanded in modern marketing to develop creativity, not stifle it, and find audiences for the stories they want to tell?
All businesses collect a breadth of data that can be used to drive and validate decisions. But it’s ideas that will become the greater differentiators of brands over time.
Knowing how to apply data to have better, and more creative, ideas and engaging B2B content is key.
All of us have the ability to find the data that we need to give us more connection points between brands and audiences. In B2B communication, it’s never been easier to find supporting data that builds that sense of credibility – but engagement with the content still comes from the story.
Data gives us the opportunity to think more flexibly about the stories that we tell, solidify brands and enable them to move into other categories.
So, where do you start when you’re looking to use data to your advantage? Borne’s Head of Strategy, Chris Bosher, was invited to speak at the CMA’s 2024 B2B Content Marketing Summit, where he shared five ways to use data better to create more rewarding ways of connecting with audiences.