Data is the biggest challenge most B2B CMOs are dealing with right now. There will be more changes to the main tools in the B2B marketing ecosystem in the next 12 months than in the last 12 years. - IP masking (already happening – will likely be systemic by the Fall – do you know which data sources and bidders are IP based? More than you’d think!) - Cookie deprecation (already happening – Google pushed till early next year because people just aren’t yet prepared – are you taking this reprieve to future-proof your business?) - Increasingly stringent privacy regulations (already happening – do you understand what will happen to data and your GTM motion when we rely on HEMs and MAIDs? Will the massive impact on our ability to scale media programs meaningfully impact your revenue?) These are questions many B2B CMOs are thinking about – but there’s a big issue. The only place to find answers is from data and platform vendors. These are good companies, and there are no bad actors, but they are also selling their own solutions in the best way possible. It’s extremely hard to navigate to the truth you need to be prepared for this emerging data environment. With that in mind, we’ve created The Data Dictionary for you to share with your team to do the basic job of codifying all the language and terms that matter when using data to execute an effective account-based (ABM) marketing strategy. It’s a living document that we will continue to update as the landscape evolves. It is the brain-child of the inimitable Mark Dye and I’m so proud to be able to share it. At The Imaginarium this is the work we do all day – Educate. Implement. Execute. We make sure our B2B clients identify the best possible system to drive growth, implement the tools and data that it needs to operate, and then support them through ongoing tactical execution. We do this for some of the best brands in the world. Let us know if you found the Data Dictionary helpful or if there are areas you think we should focus on as we continue to revise. Jonah Goodhart Toni Clayton-Hine Glenn Gaudet Dan Rosenberg Ali Manning Jessica Fernandez John Ruvolo Amanda Kahlow Patrick Reynolds Amanda St L Jobbins John McNeil Christine C. Cook Joe Zawadzki Putney Cloos Lynn Teo Gary Maggiolino Drew Neisser Gayle Meyers Christopher Burns Cynthia Gumbert Bernd Leger Hannah Budreski Scott Decker David Spitz Kate Ardini Frannie Danzinger Josh Golden Lynn Tornabene Janet Balis Jaime Punishill Anna Griffin Dan Petrossi Deidre Hudson Alicia Parker Jon Lombardo Jake Henry Jeremy Botwinick Jessica Koenig Jodi Lyons Miller @helen-shaw. https://lnkd.in/g5FGh6Es
Jaime Punishill
3mo
Chuck Hemann what say you?
Gary Maggiolino
3mo
This has quickly become my data bible. 🙏 📿 Some of my favorite verses are : Scott 2:12 - Thou shalt not live by MQLs! 🙅♂️ Relying on them as a your primary KPI can be restrictive, unscalable and reduces conversion potential. Mark 3:5 - Intent Data can be a false prophet! ensure you have baselines and means to distinguish buying patterns verses research patterns.
Glenn Gaudet
3mo
Scott Stedman great resource! The sands of ABM and B2B Marketing are shifting fast. Understanding the ecosystem is a must for any marketer. Let's also not forget the role of organic in the mix! Looking forward to the next gathering!
Putney Cloos
3mo
I have the paper copy, which I have annotated, on my desk!
Grant Pollock
3mo
Great work Scott Stedman Some great nuggets in here for sure. Thanks for sharing! Aura Benchetrat
Ben Philyaw
3mo
Love it Scott Stedman! Let’s catch up soon - would love to learn more :)
Is “gated asset” in the dictionary? 🤨 In all seriousness this is a great asset, if only because it harps on data mastering, or key pair, which is probably the most overlooked challenge faced right now by most B2Bs, especially those with massive, poorly maintained CRMs. One thing I think that was left out that most B2Bs are unaware of is the fine print in Data Processing Agreements (DPAs) between customers and platforms. Many platforms leveraged for account based orchestration and site deanonymization have embedded CDPs and ID graphs that get more accurate as more customers feed these embedded CDPs with PII through form fills. A form fill on one client’s site might benefit another competitor by keeping that ID graph updated as a person shifts companies (business email) or moves (IP address). And fortunately the former “gnatcatcher” update, now in Google’s Privacy Sandbox, is still theoretical but for me, as a practitioner, is incredibly scary for ID, intent, and the whole house of cards that the ABM premise is based on. We’ve managed to skirt PII rules as B2B marketers because account based identifiers are mostly precluded, but you’re right, this potential change should make B2Bs very nervous.