Leveraging Data-Driven Marketing In A Shifting Economy

Forbes

23-06-2025

Rob Sanchez is CEO of Anteriad, a leading provider of B2B marketing solutions. Data-Driven. Tech-Enabled. Growth-Obsessed.
Business-to-business (B2B) marketers are under added scrutiny when operating in an economy undergoing major change. They might be dealing with a freeze on new tech implementations or resistance from leadership to try new innovations. At the same time, goals are ever higher, creating tension when budgets are being scrutinized.
The good news is that today, more than ever, B2B marketers can succeed and even grow in these changing times with an approach that is focused on scaling data-driven marketing strategies. They should have robust data programs that underpin everything from analytics to identifying opportunities and activating campaigns with AI technology.
The most valuable ways for B2B marketers to scale their data-driven approach include:
• Diversifying the kind of data used, including intent data
• Improving the accuracy and scale of data used
• Better combining data and technology, especially AI
The Value Of More, Better Data
Marketers today have access to better data at scale than any time in the past, which can help them deliver more accurate targeting and analysis. They have better measurement practices in place to more effectively measure return on investment, lift, lifetime customer value and margin—metrics that can create confidence in a tough time. And they have new tools that can save time and money, including AI, so they can focus on the elements of their jobs that deliver the highest return.
However, not all marketers are reaching the full potential of these opportunities. In fact, despite gains, many are under-performing because they are still limited by their data. One key limitation is a lack of data diversity.
We are working with global marketers who are not tapping into the diversity and scale of data that is available to them. I see a few reasons that are holding them back. Many marketers start with a limited budget and feel that they must make choices. Many are unsure how to test the value of different forms of data against one another, such as comparing intent data to firmographic data. Or they are stuck with certain technology limitations that hinder their ability to scale up with additional partners. Marketers are often uncertain about the data they do have, and that stalls their ability to choose the right incremental data sources.
Solving these sticking points is critical, mostly because proving the value of data often unlocks additional spending and scale. Marketers need to build a testing model that can prove to stakeholders—and themselves—the true contribution of different data sources. Secondly, marketers who do the work to increase data quality and accuracy often see data scale as well. As they become more confident in the data they do have, they can see more accurately what additional data they can add, what new prospects they can target and what new markets they can enter.
Setting Yourself Up For Success With Data And AI Technology
Marketers who move ahead with confidence and remain nimble when their competitors hit 'pause' can come out ahead, and this time is no different. Marketers can lean into data and AI to push ahead and create a path to improved performance in the long term.
When marketers have accurate data at scale, they can get significantly more value from their technology, especially AI. AI outputs, including models, forecasts and even marketing content, are reliant on the inputs—and that often comes in the form of data. I see the power of data and technology at work in real time with our customers. When customers start to see the value of better data, they begin to increase their data flow, buying and testing new forms of data, which increases their customer and business intelligence and supports further scaling.
However, to most effectively scale data-driven strategies, marketing leaders need to assess the health and accessibility of their data. Data hygiene and accessibility are the two critical pillars of success. Marketers must ensure company stakeholders are on board to invest in quality data, which means having recent, complete and accurate data as an ongoing priority.
Of course, data is only valuable if it can be used, which means companies also need to audit their data storage, data flow and integrations to ensure all channels have access to it. Many companies have moved their data to the cloud to enable better data maintenance and scale. This move also helps marketers more easily feed their data into AI models for analysis and decision-making.
Keep in mind that having easily accessible, quality data requires commitment and, sometimes, investment. Many companies have issues with incomplete, old, inaccurate data or technology that is not well-integrated, which makes it difficult or impossible to build multichannel marketing programs that use the data for targeting, personalization or optimization. These logistical issues must be addressed. Companies can invest in internal upgrades or consider working with third-party partners that can provide an alternative approach.
Conclusion
In today's shifting economy, the B2B marketers who act decisively and scale their data-driven strategies, embrace data diversity and power their technology with stronger insights can position themselves to not only survive but also win. While competitors hesitate and are held back by outdated data, rigid processes and fear of change, the most successful marketers will move ahead with speed and confidence.
Scaling better data practices and fully leveraging AI isn't just about optimizing campaigns or saving costs. It's about competing in a high-stakes marketplace. In a volatile environment, there is a real temptation to play it safe. Instead, playing it smart—by building a foundation of better data and technology—positions B2B marketers to capture opportunities others might not see coming. B2B marketers who choose to lead now can emerge stronger, faster and ahead of the competition.
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