G2 creates impact and improves product distinguishability by encouraging users, vendors, and marketers to provide authentic customer reviews to boost brand awareness. “It's much easier for software buyers to find the right apps, but then also to be able to trust them based on real user reviews.” Godard talks about the journey of G2, and how they never anticipated the exciting opportunities that data provides in helping customers focus on their ICP and target accounts.

“I do think the business model has really evolved. And so data has really become a really big part of the G2 business.”

Data is being generated faster and in more ways than ever before, and data is rapidly becoming companies’ most valuable assets. “Data comes from a variety of areas, becoming harder and harder to actually keep the data secure and safe.” However, should businesses become more transparent with how they’re using and storing data while affording customers the choice to opt-in or out? How can companies who are responsibly handling customer data use the information to enhance the customer journey? “We want to use the data to create better experiences for you and give you the opportunity to opt-in or not to opt-in.”

Brent and host John Kosturos also chat about AI and machine learning, analyzing the different types of data being generated and the future of data quality tools.

Charlie and Jaime also break down handoffs, seasonality and profitability, deliverability tracking, and technology strategies. “Not every technology needs to differentiate you from your competitors. Some just need to work.”

Jeff Reekers, CMO at Air Call, puts his own spin on growth, explaining how the customer journey from awareness, to evaluation, through purchase and onboarding,then to advocacy is ultimately what drives revenue. He shows how naturally there is little operational conflict along the way if data is the central point of truth.

She is also a GTM advisor, V2MOM enthusiast, and Speaker. With a background in sales, accounting, and consulting, Latané is not your typical CMO. "I don't believe in a job. I don't work. It is a cause. I've always worked at companies where I cared so much. I believed so much in what we were doing," she explains.

So how to turn data into a competitive advantage? What's the role of machine learning in data analytics? And what's the most efficient way to drive revenue? Tune in to the latest episode of the Datavana podcast to find out.

In episode #25 of our Datavana Podcast, Amy Millard, CMO at VTS, Inc. discusses the evolution of marketing and the transformative role technology and data has played. The rise of tech has given us tools that empower sales and marketing, acquire more accurate data, and help businesses accomplish objectives efficiently. “Marketing today is a completely different job than it was three years ago. We were limited by our tools and as the technology has evolved, our dreams can evolve for what we can accomplish.”

Steve follows the data and it’s his go-to approach for all challenges; from customer engagement and touchpoints, to market trends.

In episode #14 of our Datavana Podcast, Steve Lucas (CEO of iCIMS) provides insights into analyzing the interesting world of employment data. He examines the current direction of the US job market from applicant activity, COVID, demographics, and covers finer trends such as; where the customers are, diversity, skill shortages, and recruitment direction. 

Steve & iCIMS are also pioneers in the industry revolutionizing the talent acquisition market. Utilizing data, Steve is changing the way we think about communication & engagement for the employment process. 

Gathering feedback and opted-in data about the customer experience from a range of channels, Leslie and his company ensures that no stone is left unturned. “My view of data is how do we uncover the voice of the silent majority in every context.” Acting upon insights given directly by the customer allows you to better understand them. This understanding unlocks the potential to shape and render a better experience for customers, improving their journey and the business as a result.

Leslie and host Jaimie Muirhead also chat about personalization, intent data, CDPs, and Medallia’s developments in cross brand journeys. “Journeys are where the world is moving in terms of trying to understand the value of feedback.”

Michelle talks about a 360-degree view of a customer and why this strategy is crucial while trying to add value to your services. She points out the importance of clear data and explains that data management plays an important part in company success. 

She talks about TCV's investment in Netflix and points out how exciting it is to work with a company that is already on a growth trajectory.

For Mark, every single outreach and customer touchpoint needs to add value in order to close in on leads and prospects faster. As well as valuable messaging and content, time is vital too, “Increase your sales velocity by 20%, call leads within minutes”. According to Mark, getting the customer to talk often and early at the beginning of a relationship increases rates of success.

Mark also talks about tapping into closed loss accounts, getting the most out of each lead, and how best sales practices result in more conversions.

“Numbers are really my goal” states John. 

Alignment is also very important to John, who advocates that tech and RevOps teams are an effective measure for creating an ideal, holistic business state. He argues an organization can only have an intelligent conversation about what the data says when alignment is achieved for: 

• Metrics
• Goals
• Strategies
• Terminology
• Brand voice

Avoid bad handoffs and keep conversation consistent with your customers, as “You're one company to them.”

Currently a CMO at Digital Pi, Jeff oversees the marketing department and ensures the company's message is spread consistently across all channels. Jeff started his career in product management, where data played an important role. He then went on to explore marketing automation and learned how to leverage data through automation.

Jeff explains, "You're not going to get a great customer experience if you don't have the underlying data to be able to segment properly and send the right messages to the right people at the right time." Tune in to find out how you can leverage data to maximize your marketing strategies.

“Enablement has to be woven into the fabric of the company. And how do you do it? There is no better way to do it than with hard-line data and metrics.” Enablement aligns and works within Marketing, Sales, and Rev OPs to ensure the provision of consistent customer deliverables for engaging experiences. “We get the right content to the right people at the right time so that they can have conversations at the right level.”

Also covered in this episode, Roderick and John discuss ICPs, IEPs (Ideal Employee Profiles), Sales Marketing handoffs, and territory management.

Whether your CDP is a system of insight or a system of engagement, it needs clean data to function optimally—and that’s where a data orchestration platform like RingLead comes in. “Our role…is really to empower the CDP,” says Artzt. And that empowerment can bolster the CDP’s projected future, which O’Hara traces from first party data management to activation beyond marketing to AI.

“I think we’re going to see a lot of evolution over the next four to five to really 10 years,” says O’Hara. “And to me, this is the most exciting place to be in marketing.”

From who to target and how, engagement tactics, and purchasing new tools and technologies, data, plays the most integral component. “You have to have data, good data.” High quality data is vital for maintaining lifelong customer relationships, a key component of The Loop Model, which Jeff focuses on in his bestselling book, F The Funnel. “The Loop is about moving away from treating our customer as a transaction and really moving more towards a relationship.”

Jeff and host John Kosturos also discuss propensity models, the ever changing nature of data, the latest tools, and strategy variation for increasing Go-To-Market effectiveness.

Having the right data is vital for decision-making, and when companies aren’t aligned on data solutions, businesses are prevented from forming cohesive strategies. “We have data because we want to understand the customer.” Viewing the data from the customer's perspective is the best way to begin to understand the customer addressing their needs and concerns to help your business grow.

Efrat and host Alon Waks also discuss decision-making solutions, and how businesses need to transform user experiences to remain competitive in the digital world we live in.

To avoid data disasters, quality and internal standards are required to formulate valuable insights to point your business in the right direction. “I’ve spoken to every kind of company and every type of industry all over the planet, everybody's got all these same kinds of problems.”

Scott also talks about the importance of being able to effectively communicate the data problems of the business to the higher-ups through data storytelling. “I've never met a CEO or a business leader who feels that data quality is the number one initiative or top five initiatives.”