Data-Driven Pull Marketing: Empowering Leaders to Stay Ahead

The move to digital has unlocked more data than ever for use in decision-making. Yet, some companies resist embracing data-driven strategies. Outdated and rigid processes hinder their ability to respond to rapid market changes, leading them to rely on broad, generic communication rather than data-driven marketing tailored to specific audiences.

Why B2B Companies Struggle with Agile and Data-Driven Marketing

Resistance to change and reliance on outdated processes are the primary reasons for stalled progress. A 2020 study by New Vantage Partners highlights that 93% of companies identify people and process issues as barriers to becoming data-driven.

The Keys to Success: Agile Strategies and Data-Driven Decision-Making

A company’s communication strategy cannot rely on brainstorming sessions and sticky notes on a whiteboard. Instead, businesses must adopt customer-focused, data-driven approaches to identify low-hanging fruits and underexplored opportunities. Market leaders excel by proactively adapting to market shifts and implementing strategies aligned with real-time changes. Measurement and reporting are foundational to this approach, ensuring every step is backed by data. Success comes when marketing activities demonstrate positive ROMI (Return on Marketing Investment) and can be directly tied to sales.

Closing the gap between marketing and sales requires digitalizing sales processes and proving ROI on all marketing efforts.

Shift Focus to ROMI

Many CMOs recognize marketing as an undervalued source of sales, particularly in traditional organizations where data-driven digital marketing remains underutilized. Redirecting resources from outdated methods to innovative strategies is essential, especially during crises. Continuous budget evaluation and agile decision-making ensure marketing activities remain aligned with KPIs and measurable goals. Real-time marketing replaces outdated quarterly or bi-annual assessments, allowing leaders to adjust resource allocation dynamically to maximize ROI.

During crises, companies that prioritize precision in marketing can outperform competitors. Data-driven operations that adapt to new insights enable businesses to gain market share by communicating intelligently rather than loudly. A crisis often reveals new opportunities, such as changes in buyer behavior or market conditions. Companies willing to accelerate their marketing efforts while competitors pull back often emerge stronger.

This is supported by a PWC report showing that companies maintaining or increasing advertising budgets during downturns gained significant consumer attention. Agility and data-driven strategies, extending beyond marketing, benefit companies across operations.

Examples from the tech industry illustrate this principle well. Apple’s data-driven supply chain strategy helped them navigate the global semiconductor shortage. Similarly, Tesla achieved record sales during the pandemic by shifting production from the U.S. to China when the former faced shutdowns.

A local example is a Swedish client in adult education services with a yearly turnover exceeding SEK 500 million. By adopting agile marketing operations, they quickly adjusted to a market where location was no longer a competitive advantage, thriving amid the challenges of 2020.

How Can Your Company Benefit from Data-Driven Marketing?

At Peakovate, we specialize in helping B2B companies unlock the potential of data-driven pull marketing. Our strategies empower organizations to capitalize on underutilized opportunities and drive meaningful results.

Would you like to explore how your business can benefit from data-driven marketing strategies and uncover untapped growth opportunities? Contact Peakovate to learn more.