It’s been said that, when on the hunt for treasure, ❌ marks the spot. In the world of B2B marketing, there are treasures of all types, with many approaches to uncovering them. But there is only one true golden moment that every marketer seeks to obtain - a satisfied, successful, and loyal customer!

What often happens is marketing teams overlook qualitative data, obsessing over the allure of quantitative data, which either prolongs the chances to obtain prospective customers or keeps teams from reaching them at all. In this new decade, it’s predicted that B2B marketers will embrace and build more qualitative data, relying less heavily on number-based metrics to help guide marketing strategies. Charlie and Crissy share their predictions on this idea in the latest fastfwd clip “A gold mine of data most marketers ignore”.

Here are some tips to keep in mind, so you’re not missing out on any golden opportunities:

• ⛏️ Implement a process involving a salesperson on demos to capture responses to key questions like “How did you find out about us?” or “What made you interested?”
• ⛏️ Strengthen funnel marketing efforts by having Customer Marketing engage with customers post-sale to gather feedback and capitalize off of what has closed deals
• ⛏️ Establish a meeting cadence with CSMs and SDRs or sit on calls to gain greater insights into pre and post-sale feedback to create more effective strategies

There are so many missed opportunities sitting in qualitative data, and so much that marketing can absorb from it instead of relying solely on google analytics and lead/revenue data. To see the full picture of the treasure map, marketers must have balance between these two types of data. So, go forth in this new decade and flourish on the quest for your treasure – we hope you find every ❌ and strike gold every time!