In the data-driven world of B2B marketing, the real value isn’t in your data but in the data you can use. Data underpins intelligent decision-making – which is never more accurate than building an effective B2B marketing strategy. Yet obtaining actionable intelligence from your data relies on having the capabilities, technology, and structure to do so.
That’s why we developed VM Intelligence, our in-house algorithm for enhancing B2B marketing. It uses millions of internal content engagement signals to generate actionable intelligence specific to companies and personas – Enabling seamless engagement with your content-led engagements and delivering value-based messaging straight to high-intent prospects.
This blog will Explore how to transform intelligence data into actionable strategies to help you use intent data effectively, improve customer engagement, and strengthen your lead generation ecosystem.
Understanding Intelligence Data
Intelligence data is the information that organizations compile on prospective customers and their activities. In B2B marketing, this is frequently constituted by first-party data acquired from digital cues, content performance, and engagement, indicating a prospect’s purchase or engagement interest.
Components of intelligence data are such as:
(i) Intent Data: Monitors online activities to understand if the purchase is intended.
(ii) Account-Based Insights: Gain a deep understanding of your target accounts.
(iii) Engagement Metrics: Understanding how people interact with content to gauge interest.
VM Intelligence of Vereigen Media does this by automatically filtering through all the internal signals of content engagement to surface insights on which accounts and personas are showing the most potential so businesses can make smart decisions on who they should focus their efforts, resulting in higher conversion rates and real connections.
Why do Actionable Insights Matter in B2B Marketing?
Insights derived from intelligence data are more than just numbers. They provide an understanding of:
(i) Customer Needs: What the prospect is looking for and how to provide it.
(ii) Behavioral Patterns: Trends that indicate what will happen in the future.
(iii) Market Gaps: Opportunities that your competition is overlooking.
Ultimately, businesses thrive by aligning their strategies to revenue goals. Having insights will allow you to create more targeted marketing campaigns, increasing your investment return.
Steps to Transform Intelligence Data Into Actionable Insights
The transition from data to insights requires specific, intentional steps. Below is how businesses can do this:
(1) Set Measurable Goals
Before you start analyzing data, knowing what you want to achieve is essential. Having clear goals will help to focus the process and give it meaning.
Ask yourself:
(a) What particular problems do you want to address?
(b) What will actionable insights deliver in terms of outcomes?
(c) How do the insights support your wider marketing or sales strategies?
(2) Collect High-Quality Data
The quality of your data is paramount to getting actionable insights. Inaccurate data undermines decision-making and outcomes, and you will lose time and resources for no good reason. At Vereigen Media, we work mostly with first-party data to guarantee accuracy and relevance.
Some things to think about:
(a) Data Sources:
Get data directly from owned channels, i.e., websites, CRM tools, or direct engagements.
(b) Ethical Practices:
Consists with privacy regulations like GDPR and CCPA to keep trust.
With VM Intelligence, Vereigen Media makes sure that the data is gathered through the content engagement activities of the verified content so it’s accurate and actionable.
(3) Leverage Intent Data
Intent data is key to knowing what actions potential customers might take. It collects online behaviors like:
- Keywords they search for
- Pages visited
- Time on specific content
Behavior mapping identifies prospects starting evaluation processes and is a good fit for your solution and people in the late stages of their process, meaning it’s likely the right time to engage.
(4) Segment Your Data
Data segmentation uncovers granular, actionable insights.
Some key ways to segment include:
(a) Demographics:
Distinguish the data in terms of your customer attributes like location, industry, and role.
(b) Behavioral Patterns:
Categorize users based on engagement metrics like how much time they spend on your website or how often they visit.
(c) Firmographics:
This involves focusing on traits related to the business, such as company size, revenue, vertical, etc.
Segmentation ensures our marketing messages are personalized, i.e., tailored for each individual, increasing their relevance and more significant impact.
(5) Analyze for Patterns and Trends
Leverage advanced analytics to uncover actionable trends that reveal future behavior. Analytical models can be designed to:
(a) Descriptive Analytics: Understand what has happened.
(b) Predictive Analytics: Anticipate what will happen next.
(c) Prescriptive Analytics: Suggest optimal next steps.
A process that helps turn data into a story to help understand what has happened in the past and formulate the best possible game plan moving forward.
(6) Use Advanced Technology
Data-driven businesses need technology to handle the complexities of data. CRM software, marketing automation platforms, and AI-driven analytics can help you analyze more efficiently.
Benefits include:
(a) Increased lead scoring accuracy.
(b) Automated generation of insights.
(c) Dynamic dashboards for real-time performance insights.
With the help of AI, you can even predict future market trends, which can give your business an advantage over others.
(7) Visualize Your Data
Insights need to be visually presented in a transparent manner that facilitates decision-making. Visualization tools – dashboards, charts, infographics, etc. – help simplify complex data and bring critical insights front and center.
Key things to remember when using visualization are:
(a) Conversion rates
(b) Engagement trends
(c) Key performance indicators (KPIs)
This step ensures that all stakeholders understand the data and that everyone can act on it.
(8) Turn Insights into Actionable Strategies
Insights hold value only when translated into meaningful actions.
Here’s how to develop your strategies based on what you found:
(a) Personalise email campaigns with segment data.
(b) Use intent data to fuel targeted ABM (Account-Based Marketing) programs.
(c) Optimize advertising based on high-converting segments.
Drive improvement in engagement and conversion by executing strategies informed by insights.
(9) Monitor & Refine
The work doesn’t end with the initial analysis. Continuously monitor results and refine strategies based on performance metrics. Create a feedback loop where insights inform actions and outcomes and generate new data for further study.
Future Trends in Intelligence Data and B2B Marketing
The emerging trends in B2B marketing signal transformative opportunities that will change how businesses source, process, and leverage information.
Here are some of the top trends to watch out for:
(1) AI-Driven Insights
Artificial intelligence will be used to bolster the already astonishing ability of AI to process data. AI can analyze vast amounts of disparate data sets, trends, and correlations, enabling vastly superior decision-making; in addition, machine learning algorithms will improve a company’s ability to predict with accuracy customer journey stage, likelihood to buy, and increasing the relevance of the personalized approach.
(2) Hyper-personalization
As customers increasingly expect tailored experiences, marketing strategies will need to become even more personalized. Intelligence data will allow companies to create individualized messaging, dynamic content, and real-time offers that correspond with prospect’s or customers’ specific tastes and behaviors.
(3) Advanced Predictive Analytics
Predictive analytics will get more advanced, enabling businesses to predict customer needs in advance and automatically “nurture” leads with the right marketing message at the right time to drastically increase conversion efforts.
(4) Utilization of Data in Real Time
The speed at which insights are generated will be a key differentiator. Real-time intelligence will help marketers react immediately to changes in customer behavior, market dynamics, or competitive moves – this agility will help better engage with prospects.
(5) Stronger Privacy and Compliance Measures
As privacy regulations like GDPR and CCPA evolve, the rise of first-party data collection will reach new heights. Organizations will demand secure and transparent data practices that build trust and provide compliance at the same time. Ethical handling of data will become a competitive edge.
Conclusion
Turning intelligence data into actionable insights is not just a strategy—it’s the foundation upon which you will win or lose in the increasingly competitive world of B2B marketing. In an era where everything we do as marketers is becoming more dependent on our ability to interpret customer and context data, use those implications from that sensed data to best determine what to do next, and then respond to customers within a one-second response window expectation that defines 21st-century buyers—early adopters who eventually become mainstream—we are truly only as good as the insights we can glean from available data, relative to our competitors.
The rates at which your team outthinks –through how modern revenue cycle models should impact their interactions, the right buyers with members of buying committees for existing prospects/customers they’re paid to serve year after year/gathered by sales follow-up on leads or inbounds /discovered on relevant third-party media—buying committees of early-stage buyers-of-types-trending-in-your-corner-of-the-B2B-world might!—or didn’t-even-know-they-were prospects—are times when your rate is nearly infinite jumping, which will be the metric by which winners and losers will be decided moving forward.
At Vereigen Media, our proprietary VM Intelligence system does more than gather information – we turn it into a blueprint designed for your success. By reducing friction in engagement and mapping content delivery to high-intent personas, we enable brands to reach the right people at the right time. The companies that succeed in the B2B marketplace of tomorrow will be those that use data to drive action. Will you?
Take the first step to turn your intelligence data into insights. Partner with Vereigen Media & unlock the potential of VM Intelligence to create engagements that matter, improve lead quality & deliver results.
Transform your marketing strategy. Get in touch today!
By Janvi Gandhi
