At the Marketo / Adobe Summit last week, Adobe CEO Shantanu Narayen talked about digital as part of your marketing efforts: “Digital is either a headwind or tailwind, and it is up to you to decide. The tailwind [mentality] lets you service your customers better.”
Narayen wenr on stage with Microsoft CEO to discuss their partnership
(the two went to high school together) and discussed the need for data in smart decisioning? Data, Nadella said.
“The greatest asset that everyone in this room has is the data,” he said. “But it is sometimes locked up in silos. If [you] unlock the data and enrich the data … you can optimize outcomes.”
Afterwards, Jessica Kao, director of client services at consultancy Digital Pi, came on stage to discuss the challenges and opportunities that B2B marketers face with ABM. “There are challenges that I see over and over,” Kao said. “First is the data challenges. We all want to jump right to creating that target list of accounts. But let’s face it: We all have bad data, and a lot of it is incomplete.
We talk to customers everyday about their data challenges. After all, contact data expires at a 3% rate per month. Without good data – you are running into a headwind – not using it as a tailwind.