How to Use Customer Data to Level Up Your B2B Marketing

Relationships are everything in the business-to-business world. The success of your B2B enterprise will always depend on how successfully you are able to manage the relationships you forge with clients, partners and others who are involved with your company.

In the B2B sector, there is a respectful sense of “being in it together,” which means that everyone understands that business success is a collaborative goal. After all, your clients have selected your goods and services because they are useful to their mission, and they are well aware that their loyalty has a positive impact on your bottom line.

You may think that the most valuable aspect of your relationship with clients is their continued patronage, but what is even more valuable is that you pay attention to the data generated from each interaction. You might never get a chance to invite your clients to a business lunch for the purpose of getting to know them better, but this is not necessary because data can provide you with the information you need to create effective B2B marketing strategies that will improve relationships with your clients.


Modern B2B companies rely on customer insights for their success. If your current data collection practices do not provide you with a holistic view of individuals and organizations that matter the most to your company, you need to start thinking in terms of 360-degree data.

Good data sets are based on the availability of public, private, and contextual information. If your CRM system provides you with limited or deficient data, you cannot expect to get very far in terms of knowing your customer. In the B2B sector, successful players have the most comprehensive views of their prospects and clients. They use insights to create truly appealing marketing campaigns that take into account how frequently customers visit websites, how much time they spend browsing sections, how often they open email newsletters, and other related behaviors. Even all this information can present a couple of limitations:

  • If the information is limited to a session cookie or an email address captured, this cannot be considered to be comprehensive data.
  • Even submitting a simple online form does not provide enough customer insight because this brief interaction does not give an idea of what the prospect is doing the rest of the day.

Gearing up to create customer journeys means looking beyond the interactions with your company and considering the information that paints a more complete picture of your clients.


Personalization of marketing materials is crucial. When it comes to marketing and advertising, 80 percent of B2B prospects will prefer personalized content to generic marketing attempts.

To fully leverage the potential of personalization, you need to take a data-driven approach to content creation. Building meaningful B2B relationships starts with identifying your customers’ interests and needs. Once you have an intimate knowledge of your customers, think about how you can adjust your content to get the best possible results. Whether it’s email or website personalization, personalized content is your secret weapon because it makes your customers feel more valued and connected to your brand. When you first embrace content personalization, it’s a good idea to test your results to see which content works best for your target audience.

You can look to social media to help you form a picture of your clients. In order to do this effectively, the social media profiles of your company must be complete and active. The data you are seeking to generate is driven by interaction, so you must engage in a casual manner before firing up an analytics app that will reveal information you can use to personalize your marketing materials. A good idea in this regard is to use Facebook or Twitter as a customer service platform.

Once you start gathering data to personalize content, you need to choose an adequate platform. For most B2B campaigns, email is very effective. You can start off with basic CRM data such as contact info and search history, which can be complemented with insights gathered from social media interactions. All you need is a little help from technology to leverage the mountains of data that will help you create personalized experiences.


As you build up your data collection, you will be able to narrow your marketing focus, which in turn will allow you to obtain leads of higher quality. Narrowing this focus should not be limited to the way you identify and classify your leads. If your B2B company handles different specialties, you should create separate websites, sections, and social media accounts that reflect the diversity of your clients.

Let’s say your company sells 3M products; you know that your clients operate in various industries, from automotive to residential painting and from healthcare to boat repair. In this case, the strength of your B2B marketing strategy will depend on the segmentation of your social media platforms and marketing campaigns so that you gather information from your clients and create content that will be truly appea02ling to them.


If you formulate your B2B marketing campaigns the right way, the content you create will seem more interesting to your target audience. Think back to the company distributing 3M products. Through social media data analysis, the company may learn that its automotive repair clients are older and located in Southern California. This would be an opportunity to create marketing content featuring 3M products being used by owners of classic cars when performing auto maintenance.

In the end, the competitive demands of the modern B2B sector should prompt you to improve your data collection methods, personalize your content marketing efforts and build meaningful relationships with your clients.