Big Data, and the way it’s built on a foundation of end user convenience, is one of the underlying drivers of the trend toward account-based.
Traditional demand gen is greedy, ignorant. It was the best we could do with the primitive tools that emerged after the dot-com bubble burst nearly 20 years ago. It’s blind and ignorant, a crutch for those unwilling or unable to pay attention to their customers and market.
More data means more insights. More insights means better alignment. The future–for B2B AND B2C– demands the kind of deep, thoughtful data analysis these new platforms provide.
It doesn’t matter if you’re targeting high growth, mid-cap tech firms, or the 37 people left in the United States who want to throw a couple hundred bucks a year at their Mitsubishi Monteros. You need to connect with people. You need to show them your care enough to listen to them.
Good enough isn’t. You’ve got to prove yourself better. Big Data is enabling this at scale now.
There will be many who take advantage, continuing to lie, cheat, and shill. Those who do it right, though, from a place of true alignment, will be very, very successful.
HT: Valeria Maltoni’s “Learning Habit” email this morning for the inspiration.