Many B2B marketing leaders find it difficult to establish marketing data maturity. This is due to the fine line you need to strike between investing too little in data – and investing too much.
On the one hand, if you don’t establish a strong enough data infrastructure, then your marketing activities will become guesswork. You are basically gambling with your marketing budget, and the odds of making a mistake are high.
In contrast, if you put too much emphasis on data infrastructure, you may fall into the rabbit hole of excessively analyzing data and improving data processes, and not be able to focus on developing innovative marketing techniques.
I know what you’re thinking… Overinvesting in data maturity??
But there is indeed such a thing!
We’re here to help you understand where you’re at with your marketing data infrastructure!
The goal of this article is quite ambitious: help you find the sweet spot of handling marketing data analytics, so data serves as an enabler and booster of marketing and not as a bottleneck.
That’s why we created the B2B Marketing Maturity Assessment Tool, to help you make smarter marketing decisions that steer the organization toward revenue goals.
Investing just the right amount of effort in marketing maturity
Once you know where you stand in terms of marketing maturity, you’ll know the infrastructure you need to set up in order to make marketing the revenue leader of your organization. You’ll also know when to stop investing in data infrastructure, and shift back into marketing initiatives.
Instead of trying to achieve the presumptuous goal of understanding ALL marketing data, we will help you get to a marketing maturity level where you understand the marketing data that really matters.
Ready to test yourself? Start the quiz
How the quiz works
The data maturity quiz helps you understand where your organization stands in terms of three elements: marketing technology, marketing measurement and organizational structure.
Marketing technology (Martech)
You might be wondering why we start the assessment by examining the technology that your organization, and especially your marketing team, is using.
Marshall McLuhan said, “We shape our tools, and afterwards our tools shape us.”
There are a few basic requirements that organizations need to comply with in order to properly align their marketing around revenue. If they do not pass these requirements, they won’t be able to run revenue marketing activities, no matter their employee proficiency.
At InfiniGrow, we always start our onboarding process by asking our customers basic questions about their tech stack, and which marketing tools they have set up.
Having the tools is a nice first step, but in B2B marketing it’s never “set and forget”.
There are funnels to configure, attribution models to implement, SQLs to qualify…
The key point at this stage is customization. Every organization has its own way of measuring its marketing business impact. Figuring out which metrics matter, and the exact process of measurement, is not something a marketing leader should simply decide on. Instead, it should be built with a custom fit to the industry, the target audience, the business model and many other factors.
Moreover, measurement should strive to be as streamlined as possible, with the least amount of manual processes and the lowest chance of human error.
Take the weight of marketing data maturity off your shoulders
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The third piece of the data maturity model is having the organizational structure to support the technology and measurement infrastructure.
The previous parts dealt with data collection and measurement. However, for marketers to be able to make decisions according to data, that data needs to be processed and aligned within the organization.
Knowing where you stand in terms of marketing data maturity helps you to determine where you need to invest in order to bring your marketing analytics to the required level, so your activities can serve as the organization’s revenue driver.
If you get a high grade and discover you are at the right place, that can also help you shift your focus from investing in data maturity to expanding your marketing activities.