Why Big Data Evangelists Have It Backwards
This article in iMedia Connection gives insight into how the nature of B2B marketing calls for a data strategy that’s different from B2C.
There was a time, not too long ago, when big data evangelists were eager to debunk a dangerous myth: The (dead-wrong) claim that B2B marketers didn’t need to put the same emphasis on big data as their B2C counterparts. Instead, they (rightly) argued that these marketers needed to embrace big data, or suffer the consequences. Unfortunately, those same evangelists also advised B2B marketers to put the cart before the horse through a one-size-fits-all approach modeled after B2C…
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