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There is a lot to think about when building a MarTech stack. It’s a crucial role that will automate manual tasks, inform decisions based on collected data, segment customers into cohorts so you can launch targeted campaigns and measure performance, so you know what’s working and what’s not.

In addition to finding tools that help your organisation achieve its business objectives, it must also be usable for your team without the addition of more technical resources, offer interoperability between existing systems, be able to grow with your company and be affordable enough to justify the costs.

Gartner extended its digital performance benchmarking methodology to understand how leading brands orchestrate their martech stacks and how these stacks contribute to business success. Brands were classified as either “Genius” (their digital competence is a point of competitive differentiation for these brands); “Gifted” (the brands are experimenting and innovating across the site, mobile and social platforms); “Average” (digital presence is functional yet predictable); “Challenged” (limited or inconsistent adoption of mobile and social media platforms); or “Feeble” (investment does not match opportunity). According to the Gartner report, only 18 per cent of brands have mastered their extensive martech stack to produce genius-level marketing performance.

There are many factors to consider, and there are a lot of options to choose from. Scott Brinker’s 2020 Marketing Technology Landscape listed 8000 solutions at last count. The MarTech Conference’s Stackies Awards celebrate companies based on the conceptual organisation of their stack. There is a lot to learn from legacy companies that have mature stacks.

This article was originally published by Martechvibe. On Dated: August 2, 2021

Brands look for alternate, cookie-less solutions to use their B2B consumer data that would mitigate their critical business decisions.

Technical insight into how B2B consumer data is used for retargeting purposes is always a concern. Quite simply, the utilisation of data used for making budget and target decisions by businesses need to be revealed and documented. With the collapse of third-party cookies expected in 2022, business leaders assert consumer data awareness as a priority.

While more than 60 per cent of consumers have already been dismissing cookies manually or with ad blockers, Google, Firefox, and Safari have started to eliminate it for good. As a contingent, consumer awareness of customer privacy is imperative. Marketers and brand leaders must now understand all the technical limitations that this process might entail and adjust their business goals accordingly.

Experts reckon that it would be impossible to collect data from end-users eventually. One major strategy that companies must adapt is to demonstrate their concern for data privacy to their clients. B2B business relationships are considered fragile in the data privacy front, so it would be essential to win consumer trust with data concern demonstrations. Marketers will also have to use content-driven data from sources other than third party cookies.

Silverbullet conducted a survey that revealed that 65 per cent of CMOs collaborated with third-party companies to figure out cookie-less solutions. Other CMOs are working with agencies to elevate first-party data strategies or partnering with organisations to create data profile systems. Employee buy-in will play a significant role this year. Data protection training programmes and data security responsibility will not be restricted to IT, but all company departments.

A possible alternative for brands would be to limit PII access. Some brands have already begun to implement this tactical programme. With PII, a smart encrypted service, only the clients’ required details are used, while the rest is encrypted. It curbs misuse of personal data as no one would have access to the customer PII.

Marketers also turn towards permission-based activity but end up with little results. They fail to understand that asking for permission to use data for a better customer experience is not the only thing business clients are worried about; instead, they seek privacy assurance. They want to know if the brand is managing and using their data carefully.

A report on an in-depth review of all digital buys, custom audience generation on social media, and a dynamic audience creation on various other platforms is suggested. It will help brands bring their customers on board about how collective customer data helps achieve business targets.

Marketers cannot risk using B2B customer data without end-user permissions or preferences as it may rebound as a legal issue. The convolution of data privacy deters businesses from coming up with new methods that mitigate their critical business decisions. Experts continue to urge marketers to come clean about data usage. They reckon it is the only way to harbour growth and success in the future when privacy laws will dominate markets.

PurePredict aggregates and analyzes three layers of intent data – contact-level intent, domain-level consumption trends, and company-level social media intent triggers to provide more accurate in-market buying predictions

PureB2B, a leading global provider of full-funnel lead and demand generation for B2B technology companies, today announced the launch of PurePredict, which combines three distinct sets of intent data and synthesizes it using the company’s predictive analytics technology, to give B2B sales and marketing teams the insights they need to increase conversion rates, pipeline generation and ROI.

“Marketers today are being challenged with owning more of the funnel – not only on MQL’s but pipeline and revenue as well – and it is harder than ever before to identify who the correct buyer is and the best time to engage them.  Intent data was once viewed as the answer to these problems, but it’s become fragmented and costly, often limiting marketers to single types of intent, which leaves significant gaps in either validity or scale,” explained Christopher Rack, President of PureB2B.  “Our mission is to optimize demand generation, so we knew it was time to reimagine intent data and super-charge the analytics behind it – and that’s exactly what we have accomplished with PurePredict.”

PurePredict combines contact-level intent AND company-level social media intent triggers AND domain-level consumption trends to provide the most accurate buying predictions available in the market today:

1. First Party Intent Data – Delivers Contact-Level Content Consumption and Behavioral Trends
2. Trigger-Based Intent – Delivers Insights from Millions of Online Interactions across Social Media, SaaS Review Platforms and Technology Forums
3. Content Engagement – Identifies User and Account Based Content Interactions across 600,000 Websites and more than 7,000 Topics

Historically, most intent providers have captured one-off buying signals, labeling the person or their company as “trending.” PurePredict’s 3-layered fusion of intent data takes into account the prospect’s entire research journey, and the synthesis of that data eliminates the false positives and over-promising currently flooding the intent market.

Unlike older intent taxonomies that are fairly limited to vague categories such as “IT security” or “HR”, PurePredict drills down to thousands of topics and keywords like “Phishing” or “Payroll Processing.” By combining first party and third party content consumption and web trigger sources, PureB2B seamlessly tracks over 600,000 sites and three million companies, while still maintaining high thresholds of valid intent engagement.

PureB2B, a Demand Science company, also expects to integrate additional categories of intent data beyond First-Party, Trigger-Based and Content Engagement in the coming months.

This April Fool’s Day the joke is on marketers who ignore the importance of quality, accurate data

As the saying goes, “Fool me once, shame on you. Fool me twice, shame on me.” True Influence^®, the technology leader of intent-based sales and marketing solutions, wants to make this April Fool’s Day about telling the truth because there is already too much soothsaying, fortune telling, and bamboozling in the B2B world. Truth matters when it comes to turning data into authentic, actionable intelligence.

“Truth Matters’ is a motto that we live by at True Influence. We know the most important aspect to driving success for B2B sales and marketing is accurate data, so we are committed to providing reliable, quality data for our customers,” said Brian Giese, CEO of True Influence. “It’s important to remember that data is scattered everywhere, and people access the internet from multiple devices. So, you have to examine multiple variants including intent signals, demographic, firmographic and technographic data to find the most robust insights to drive all of your marketing and sales efforts.”

On this day of trickery, True Influence wants to emphasize how truth in data can be the difference in success or failure for B2B marketers.

“The fact is so many companies out there are just reselling lead data,” Giese explained. “They claim it’s authentic and the leads are relevant, but once you look under the hood, you see they are just reselling other people’s leads over and over again. That’s never going to help companies close the sale and increase revenue. Ensuring B2B data is accurate, actionable, and true is a deeply complex process. And, we believe when it comes to delivering real results to customers, the truth matters.”

True Influence uses a three-pronged process of proprietary algorithms to screen out inaccurate records, so only real, active B2B contact records are delivered. It starts with an Identity Graph Triangulation® where records are matched to build a cohesive, omnichannel view of individual customers. These customer records are then analyzed by the True Influence Relevance Engine®, where advanced intent monitoring analytics using natural language processing, machine learning, and artificial intelligence examine behaviors that identify billions of intent signals to get a clear picture of and total active market (TAM) for specific products and solutions. Each contact record is built with unprecedented speed and accuracy and is TripleCheck® validated to ensure all information is 100 percent correct.