THE EVOLUTION OF SHOPPER MARKETING MARKETING DATA MANAGEMENT PLAN BEST PRACTICES GUIDE 1

B2B DATA
MANAGEMENT

BEST PRACTICES GUIDE

 B2B DATA MANAGEMENT Best Practices Guide

Table of Contents
Executive Summary 3

B2B Data Management Best Practices 4

Maturity Levels 6

Taking Advantage of B2B Data Management 8

Analyst Bottom Line 9

Action Plan 10

About 17
EXECUTIVE SUMMARY B2B DATA MANAGEMENT BEST PRACTICES GUIDE 3

Executive Summary
The B2B buying process has changed in recent years, with customers Then, the data must be made available to customer-facing systems in order
doing more research on their own and delaying engagement with sales to execute those decisions on a one-to-one basis.
teams until late in the purchase cycle.
This Best Practices Guide will help you organize your data manage-
This has increased the need for marketers to reach customers early in the ment efforts.
buying cycle and provide more information as their research progresses.
You will learn how to define goals, specify requirements, and build a plan
The effort has multiplied further as the number of interaction channels to meet those requirements. Then, you can begin your journey to data
expands. management success.

In this new environment, effective data management is essential for

success. Balancing multiple opportunities to find the best marketing invest-
ments relies on data, as does finding and delivering the most effective treat-
ments for each prospect.

The sheer number of choices means that only a data-driven approach can
produce the right decisions.

Good data management isn’t easy. Data comes from many sources in
many formats. It must be acquired, assembled, and analyzed to make sound
marketing decisions.
B2B DATA MANAGEMENT BEST PRACTICES B2B DATA MANAGEMENT BEST PRACTICES GUIDE 4

B2B Data Management Best Practices

Business marketing data comes from many sources. Many are controlled by marketing itself: display ads, website visits, email, events, and marketing
automation.

Others come from elsewhere in the company, such as CRM, order processing, or customer service, while others are external data providers, such as Dun
& Bradstreet.

This data helps marketers understand customer behavior, select the right treatments for individual customers and prospects, and measure the results of
marketing programs. But it must be processed before it can be used effectively. The main steps are:

Ingest data from multiple sources. Associate data from different sources
This can be done by direct database updates, API (Appli- that relates to the same customer.
cation Program Interface) connectors that automatically This may mean matching on a shared identifier, such as
move data between systems as transactions occur, file an email address or customer ID, captured separately by
transfers that move collections of data in a periodic each system. Advanced methods may “stitch” together
(batch) process, or other techniques. identities by linking a customer to a device, and then
In addition to establishing the connection, ingestion attributing all behavior on that device to the customer.
also requires mapping data elements from each source Still other approaches may infer linkages across devices,
system into the marketing database so they are stored cookies, names, or addresses by correlating usage and
consistently. location, or draw on outside services that have identified
such linkages using external data.

Association is more important with anonymous leads than

with current customers, who have more reason to identify
themselves directly.
B2B DATA MANAGEMENT BEST PRACTICES B2B DATA MANAGEMENT BEST PRACTICES GUIDE 5

Organize data to make it accessible for Expose data for use by customer-facing
queries and analysis. systems.
This requires physically storing the data in a structure This may involve access by campaign managers that select
that identifies its contents to query and analysis tools. lists for outbound promotions; by interaction managers that
make decisions during web visits, mobile app sessions, or
It often also involves additional processing to make anal-
call center conversions, or by the web, email, mobile, social,
ysis more effective.
or other delivery systems themselves.
This may include tagging raw data with categories,
Since customer-facing systems often require sub-second
creating aggregated or derived variables, such as web
response time to function effectively, they often need
visits in the past week, or calculating predictive model
data to be stored in different structures than analysis and
scores.
reporting systems.
It also includes updating the data over time as new inputs
imply changes in attributes, such as purchase history,
interests, or addresses.
 MATURITY LEVELS B2B DATA MANAGEMENT BEST PRACTICES GUIDE 6

Maturity Levels
B2B data supports many different applications, which are possible depending in part on the scope and sophistication of your data management processes.
The maturity model describes how your capabilities can be expected to grow.

STAGE 4 - Customer
STAGE 3 - Integrated Management
STAGE 2 - Marketing Marketing
Automation
Component STAGE 1 - Basic

Coordinate & personalize prospect

Coordinate and personalize prospect
and customer treatments across all
Coordinate prospect treatments treatments across email, web, call center,
Marketing channels for entire lifecycle; Base treat-
Un-coordinated prospecting between email and web forms; Person- & other channels; Automatically pass
Capabilities campaigns in each channel alize email and web forms; Report on leads from marketing to CRM; Segmen-
ments on data synchronized across all
Supported channels in real-time; Select treatments
marketing-generated leads tation and campaign triggers based on
during real-time interactions on web,
behavior across all channels
mobile apps, call center, etc.

Email, web forms, web visitor

Ingestion Email, web forms, & web visitor behavior; behavior, CRM, call center, &
(Data Shared Email, web forms, and website visitor CRM, call center, & external enrichment; external enrichments; Company
None
in Marketing behavior Include unstructured data elements (e.g. operational systems (order
Database) search terms, social media posts.) processing, customer service,
accounting, product usage, etc.)
 B2B DATA MANAGEMENT
Maturity Model

Component STAGE 1 - Basic STAGE 2 - Standard STAGE 3 - Comprehensive STAGE 4 - Cutting-Edge

Associate anonymous cookies with email

Associate anonymous behaviors with Associate across anonymous cookies,
from MA and CRM; Use email to match
Association None cookies; Match email address to cookies
data from MA, CRM, & other systems; Use
email, devices, CRM IDs, etc.; Use
after email address is provided external data to find additional matches
external data to find additional matches

Segments are based on user-defined

queries, predictive model scores, &
Segments and behavior categories Segments are based on user-defined behaviors across all channels; System
Organization None based on user-defined queries against queries, predictive model scores & behav- applies automated methods to classify
marketing automation system iors across channels products, content, & other items;
System tracks trends in model scores,
& other derived variables over time

Lists for email, mobile, ad retargeting,

Email, mobile, retargeting, social, CRM,
social, & other sources extracted
& other systems can extract data from
Email lists are extracted directly from from marketing database; CRM
marketing database or connect via
marketing automation; Reporting system receives limited contact data
APIs; Automated analysis tools can
tools can access limited marketing (name, address, lead score, etc.) from
Exposure None
automation data; May be API access marketing database; CRM users can
scan database for significant events or
predictive data relationships; Users can
to marketing automation data, usually view contact behavior details stored in
construct personal custom dashboards
limited MA, but details are not loaded to CRM
& receive alerts about specified events
system; Reporting tools can access full
marketing database through APIs

Want to rate your organization’s B2B Data Management maturity, in terms

of CRM usage, with an interactive tool? Download our CRM Maturity VIEW RESOURCE
Assessment and get started today!
TAKING ADVANTAGE OF B2B DATA MANAGEMENT B2B DATA MANAGEMENT BEST PRACTICES GUIDE 8

Taking Advantage of B2B Data Management

Data management processes by themselves are not enough to produce results. Marketers need other capabilities in place to take advantage of their data.
These include:

Related Systems Staff Skills

Other systems must feed data into the central marketing More advanced levels of data management involve
database and deliver the coordinated, personalized creating new types of coordinated campaigns. Some team
messages that result. Customer-facing systems in partic- members may need new skills in planning, analysis, execu-
ular must be open to integration so they can accept tion, and reporting to manage these effectively. Compa-
centralized inputs. The exact method of integration will nies should plan to invest in assessment and training to
vary by system but, in most cases, an API connection is ensure the necessary skills are available when needed.
preferred.
Measurement Techniques
Business Processes
Working across channels requires measurement of cross-
The company must have processes that allow it to design channel results. This means channel-specific metrics,
and deploy customer treatments across channels. This such as email open rates and web click rates, must be
means that channel managers, such as advertising, web, supplemented with channel-neutral metrics, such as
email, and call center teams, may have less autonomy conversion to sales-ready leads and incremental lifetime
than before. It encompasses campaign design, content value. Marketers also need to master advanced attribution
creation, reporting, and other processes. Full coordina- methods that help them understand the net contribution
tion across the customer life cycle also involves sales, that each marketing program makes to the final results.
service, and support teams. Data management also has its own operational metrics to
assess data quality in many dimensions, such as coverage,
accuracy, and currency.
ANALYST BOTTOM LINE B2B DATA MANAGEMENT BEST PRACTICES GUIDE 9

Analyst Bottom Line

B2B data is one component of your entire marketing tech-
nology universe, which in turn is only part of your marketing
department’s technology, human, and organizational
resources.

You need to match your data management level to your

larger marketing program, while recognizing that better data
management may in itself open doors to new and more
advanced techniques.

Use the Maturity Model to understand your current situation,

identify gaps to fill, and build a practical execution plan.

Then, move carefully but steadily to improve your data

management capabilities and your overall marketing results.
THE EVOLUTION OF SHOPPER MARKETING B2B DATA MANAGEMENT BEST PRACTICES GUIDE 10

B 2 B DATA M A N AG E M E N T
ACTION PLAN

Follow this simple, step-by-step methodology to develop a B2B Data Management plan that increases
sales, builds customer insights, and grows brand awareness.
ACTION PLAN B2B DATA MANAGEMENT BEST PRACTICES GUIDE 11

1 Assess
Assess your current situation

2 Select Compare your existing marketing programs, systems, and data

management practices with our B2B Data Management Matu-
rity Model to find your current level.

3 Estimate B2B DATA MANAGEMENT

Maturity Model

STAGE 4 - Customer
STAGE 3 - Integrated Management
STAGE 2 - Marketing Marketing
Automation
Component STAGE 1 - Basic

VIEW RESOURCE
Coordinate & personalize prospect
Coordinate and personalize prospect
and customer treatments across all
Coordinate prospect treatments treatments across email, web, call center
Marketing channels for entire lifecycle; Base treat-
Un-coordinated Prospecting between email and web forms; Person- & other channels; Automatically pass
Capabilities Campaigns in Each Channel alize email and web forms; Report on leads from marketing to CRM; Segmen-
ments on data synchronized across all
Supported channels in real-time; Select treatments
marketing-generated leads tation and campaign triggers based on
during real-time interactions on web,
behavior across all channels
mobile apps, call center, etc.

4 Build
Ingestion Email, web forms & web visitor behavior;
Email, web forms, web visitor
behavior, CRM, call center &
(Data Shared Email, web forms and website visitor CRM, call center & external enrichment; external enrichments; Company
None
in Marketing behavior Include unstructured data elements (e.g. operational systems (order
Database) search terms, social media posts.) processing, customer service,
accounting, product usage, etc.)

5 Execute

6 Identify
ACTION PLAN B2B DATA MANAGEMENT BEST PRACTICES GUIDE 12

1 Assess

Select a target

2 Select The most advanced level isn’t for everyone. Make an honest
judgment of how much change is possible given your company’s
resources and management support.

Bear in mind that you can always raise targets after you have
3 Estimate achieved initial success.

4 Build

5 Execute

6 Identify
ACTION PLAN B2B DATA MANAGEMENT BEST PRACTICES GUIDE 13

1 Assess

Estimate the cost and value of reaching your

goals
2 Select
Start by identifying the specific marketing programs you would
like the improved systems to support.

3
Then, estimate the value of those programs to your business,
Estimate identify the technical and business changes needed to execute
them, and estimate the costs of those changes.

This will be the foundation of a financial business case that you

will need to present to management.
4 Build

5 Execute

6 Identify
ACTION PLAN B2B DATA MANAGEMENT BEST PRACTICES GUIDE 14

1 Assess

Build detailed technology and business plans

2 Select These will define how you expect to manage the necessary
system and business changes.

Plan to make the changes in small steps, with each step ideally
providing a concrete business benefit.
3 Estimate
Be sure that each intermediate change is also compatible with
your ultimate target. You don’t want to find yourself ripping out a
new system because it can’t grow with you.

4 Build

5 Execute

6 Identify
ACTION PLAN B2B DATA MANAGEMENT BEST PRACTICES GUIDE 15

1 Assess

Execute, measure, and repeat

2 Select Find systems that meet your requirements and deploy them,
making sure you also address the process, staffing, and measure-
ment issues needed for a complete solution.

Measure your results, learn from any failures, and build on your
3 Estimate successes.

Continue to make improvements until you’ve met your target.

Then, consider whether you should set a more ambitious target
or make changes elsewhere in your business.
4 Build

5 Execute

6 Identify
ACTION PLAN B2B DATA MANAGEMENT BEST PRACTICES GUIDE 16

1 Assess

Identify use cases

2 Select Define specific marketing programs that would benefit from

external data. Identify the specific data they would use and the
systems that would deliver the programs.

Then, make sure the data you want is actually available and your
3 Estimate systems can use it as intended.

Finally, estimate the value those programs might create and

compare it to estimated costs.

4 Build Neither estimate will be very accurate at this stage, but you want
to confirm that there is a reasonable balance between cost and
benefit.

5 Execute

6 Identify
 About ANA

The ANA (Association of National Advertisers) makes a difference for indi-

viduals, brands, and the industry by driving growth, advancing the interests
of marketers and promoting and protecting the well-being of the marketing
community.

Founded in 1910, the ANA provides leadership that advances marketing excel-
lence and shapes the future of the industry. The ANA’s membership includes
more than 1,000 companies with 15,000 brands that collectively spend or
support more than $400 billion in marketing and advertising annually. The
membership is comprised of more than 750 client-side marketers and 300
associate members, which include leading agencies, law firms, suppliers,
consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA Educa-
tional Foundation (AEF), which has the mission of enhancing the under-
standing of advertising and marketing within the academic and marketing
communities.
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THE EVOLUTION OF SHOPPER MARKETING B2B DATA MANAGEMENT BEST PRACTICES GUIDE 19

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