Businesses have recognized the importance of informed decision-making when it comes to purchasing. Thus, marketers rely heavily on data analytics, audience segmentation and personalized targeting to create more effective advertising strategies.
Traditional B2B and B2C buying motivation has not changed, but interactions with brands are becoming more similar.
In this episode of the MarTech Podcast: Data Makes the Difference, Sally Slarke, Dun & Bradstreet’s SVP of digital audiences, and Kim Davis, editorial director at MarTech, discuss how brands connect directly with customers – regardless of whether they are buying for themselves or on behalf of their companies.
Tune into the podcast and learn:
- How to track buyer behavior even before they give up their first-party data.
- Where data comes into play when it comes to personalization and ABM.
- How companies use data to reevaluate and reshape their advertising budget strategies.
Guest
Sally Slarke, SVP of Digital Audiences, Dun & Bradstreet
Sally is an accomplished executive who has scaled digital businesses across four continents, spanning a variety of business models including media, demand generation, data, services and technology. With both B2B and B2C experience she has strategic and tactical expertise driving sales, commercial operations with full P&L management, cross-functional management, product development, building high performing teams, new business development and change management.
Moderator
Kim Davis, Editorial Director, MarTech
Born in London but a New Yorker for over two decades, Kim Davis started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. Prior to working in tech journalism, Davis was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication and as a music journalist.
Dun & Bradstreet, a leading global provider of business decisioning data and analytics, enables companies around the world to improve their business performance. Dun & Bradstreet’s Data Cloud fuels solutions and delivers insights that empower customers to accelerate revenue, lower cost, mitigate risk, and transform their businesses. Since 1841, companies of every size have relied on Dun & Bradstreet to help them manage risk and reveal opportunity. For more information on Dun & Bradstreet, please visit www.dnb.com.
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https://searchengineland.com/let-data-be-the-biggest-driver-behind-your-advertising-strategy-430614