In modern business, data is a hot commodity. Everywhere we look there’s talk of data-driven sales, data-driven marketing, predictive learning, data hygiene, and so on. But, there’s a reason for all this talk. Data is a critical component of business success—no matter the industry, the size of the business, or how the business operates.
Everyone needs data to compete in our modern business landscape—and we have the quotes to prove it!
Keep reading for our top fifteen expert opinions regarding the importance of business data.
“If you combine your own intelligence with Big Data, you create a crystal ball for yourself that can give you the ability to focus your attention on the most important things that need to get done. The use of Big Data, combined with your intelligence, can create growth, profits and more sales.”
Yonatan Stern, CEO, Founder, & Cheif Scientist of ZoomInfo
“Organizations must shift their focus from one-time data cleansing to ongoing data maintenance to turn the tide. The good news is that we’re seeing a strategic shift in approach in strong organizations, from one of data cleansing (a project with a set completion date) to data maintenance (ongoing policies and procedures to maintain data quality). The fundamental trouble with one-time data cleansing is that the day the project ends, the data is the cleanest it will be until the next round of contacts is added to the database.”
“Data-driven marketing is never ‘done’. It’s an ongoing process that changes all the time; what resonates with your prospects today might change tomorrow. The beauty of data is that it will inform your decisions along the way and keep you ahead of the game.”
“The data that salespeople depend on needs to be accurate, accessible and abundant — and this is true whether one is talking about traditional contact methods or social selling. In some respects, data may even be more important to social selling, since details on prospects and value-added information about them may come from many sources. Recognizing the role of data is essential to improving the performance of social selling.”
Anna Fisher, Senior Director of Marketing, ZoomInfo
“While focus in the past has been on ensuring that all fields are filled out and that the information is up-to-date, today’s marketing landscape demands more from a B2B database. Now it’s imperative to integrate data across marketing and sales platforms to avoid redundancy and provide a seamless, integrated experience for the prospect or client.”
Brenda Stoltz, CEO of Ariad Partners
“It’s not just that the use of data can help – it’s that not using data can actually be detrimental to your marketing efforts. By ignoring your consumer data, your message will end up falling on deaf ears, which means a big part of your marketing budget is going to waste.”
Mark McDonald , Appster Co-CEO
“The problem of bad, missing and siloed data and its impact on B2B marketing is well documented, yet B2B marketers continue to neglect important data quality issues even when it’s costing them their jobs.”
Raviv Turner, Co-Founder & CEO of CaliberMind
“The data you use will dictate how successful your strategy is. And if you work with inaccurate or low-quality data, your results will ultimately be inaccurate and low-quality.”
“Data is the critical starting point to ensure your brand stand[s] out from the competition. After all, it is data that powers the intelligence that makes better decisions – and customer dialogue – possible.”
Julie Knight, Founding Director of Marketscan
“Only last week I heard a story of a telemarketer who asked for a person who had died seven years ago. How is that even possible I can hear you asking? Although data quality issues like this happen from time to time when you rent data, this example came from a company internal list – inexcusable. The list was obviously neglected, but why would this record not be updated in 7 years? It would not be unreasonable to assume that the company using this database wastes time and money sending out messages that are undelivered or thrown away.”
“If you’ve been in marketing for any length of time, it’s likely that you’ve already created your buyer personas. Maybe they’re effective—maybe they’re not. But chances are, if it’s been longer than six months, you need to revisit them. Data changes, trends fade, and buying habits evolve as technology advances. It’s important that your buyer personas take these changes into account.”
“Marketing campaigns change often, but they must change based on data reporting, not on what a marketer thinks the target wants. Data can help tweak and adjust campaigns, constantly improving the strategy.”
“It’s not about having the most data, it’s about having the right data. Some people think they’re data scientists, but they’re really just data janitors – sweeping data around.”
Larry Myler, Founder & CEO of By Monday, Inc.
“The problem of data quality seems particularly critical. Why put all the effort into setting up campaigns, hosting webinars, generating inbound traffic, managing a list of lead providers and measuring performance if all the data these efforts create — and are guided by — lack integrity?”
David Crane, Thought Leadership & Marketing Tech Strategy, Integrate
“Your buyers have spoken and generic business communications no longer cut it. Your prospects and customers expect your content to be relevant to their needs and wants—not someone else’s. Fortunately, the key to success is already within reach. Take the time to analyze and understand your database. Your prospects and revenue goals will thank you.”
Final Thoughts About Business Data
And there you have it, our favorite expert opinions on business data and the role it plays in your organization’s different initiatives. As each of these opinions illustrates, accurate data is no longer a nice-to-have. It’s a necessity.
To learn more about the specific applications of B2B data, check out the following articles:
- What is B2B Data: The Data Maintenance Glossary
- How to Get More Value From Your B2B Data Purchase
- Your Guide to Choosing a B2B Data Provider
- Try Before You Buy: B2B Data Sampling Strategies
- The Beginner’s Guide to a Data-Driven B2B Sales Strategy
- B2B Sales Intelligence: Bad Data and Sales
- The Impact of Bad B2B Marketing Data
Contact ZoomInfo today to learn how our B2B contact database can grow and support your most important business initiatives.