Many B2B companies have challenges related to data on their target segments. This invariably affects their prospecting activities. The challenges include data acquisition, data management, lead management, analytics and tracking ROI. Everyone is doing their bit to improve on these challenges and many a times this is done in an adhoc manner and has its own highs and lows.
These challenges exist in more companies than you can imagine. In this scenario, it woud be advisable to do marketing to establish a conversation with customers and prospects in a B2B scenario than doing prospecting, for the cycle is longer and far more complex. This will attract the complete target segment of yours, without the song and dance associated in ensuring that there is insight on the target segments data. Additionally, your reach will be at a higher plane where you create a buying environment with marketing as opposed to a selling environment with prospecting.
I am certainly not advising that insight on the data is not important as it plays a very key role when it comes to both strategic and tactical activities, more so on the tactical front. I am only stating that we should control what is controllable and for everything else, turn to marketing.
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