What are the most effective market intelligence tools and techniques for B2B marketing?

Eu acredito que em cada caso haverá uma forma devido às fontes de dados, objetivo, perfil de mercado. Sempre lembro meus clientes que n?o existem receitas para construir um cenário de dados e analisar, cada caso haverá um caminho à seguir.

Defing the right customers is important, this forms the basis for go-to-market. The key outcomes are dependant upon the choosing the right go-to-market strategy. Customers are looking for solutions to their problems and if you can provide answers to the most pressing problems, you are bound to get business. Depending upon the objectives, the customers are targeted and the KPIs to be defined & measured. A slight mis alignment will lead to following vanity metrics and it leads to no returns on money or time invested. After defining the right GTM, the content marketing plays a critical role in creating enough ground for discovering the solutions.

> Monitor online conversations and social media platforms to identify industry trends, customer sentiment, and competitor activity. > Research competitors' products, pricing, marketing strategies, and customer reviews to gain insights into market dynamics. > Gather direct feedback from customers through surveys, focus groups, and interviews to understand their needs, preferences, and pain points.

While primary research can often answer questions that companies have, we recommend starting with secondary research for most projects. Not only is secondary research more cost-effective, but it can often direct what to ask when you reach the primary research phase. Existing studies, customer segmentation, case studies, and other types of secondary research are valuable starting points for market intelligence.

I find the best results come through blending input from various time horizons, sources and levels of detail. Diversity allows hidden patterns or gaps to show up, especially with emerging or undeveloped opportunities. Also, in my experience, clients often overlooked data and insights from their current client base. This left uniquely valuable information off to the side. Unless the analytics reflected actual sales, market insight 'purists' insisted on excluding data captured by those in sales, consulting or support functions - even analysis of competitive. wins or losses . I advocate for using what you know about current segments, clients and/or propects - even if this means just for validating external research or secondary modeling.

A large amount of information is opening available from secondary resources and that help build a hypothesis. Any amount of research is insufficient till you are able to prove this hypothesis or you will end up changing the hypothesis. the goal is to reach a conclusive result. Once that hypothesis is estblished, it then requires an organised approach to assemble facts. Facts that lead to conclusive path. For research there needs to be a 360 degree approach of business environment and where is the competition making advances. Sometime it is not advantageous to do things first but to do things right.

There is a trove of data in the public domain that you can use in your analysis of B2B markets. I always suggest looking at that first because you can save money. A look at the latest changes on the staff side, e.g., on LinkedIn, might reveal that a company has lost administrative staff while also increasing the number of sales reps. This is usually an indicator of cost cuts. Your storytelling will be different if a company focuses on the cost side or invests heavily in operations.

Na minha experiência com marketing digital, foi sempre interessante monitorar como os concorrentes se posicionam no digital e, para monitorar isso, eu utilizava várias ferramentas como Semrush, SimilarWeb, Fanpage Karma, além do Google Trends e Answer The Public. A partir dessas plataformas era possível identificar o tipo de conteúdo que era postado, como era o engajamento dele, quais marcas eram mais pesquisadas em determinado período, o que era associado a essa pesquisa, além de fazer também um estudo de SEO e velocidade dos sites. Com esses dados em m?os, era possível identificar melhores oportunidades para atuar no digital e concorrer por um espa?o dentro das conversas on-line.

A lot is dependent on the Ideal customer profiles(ICP) and knowing where exactly they are found then to identify the right channels to target them. B2B is largely looking for answers to their business problems and hence a strong SEO team is important to produce the right content. This content then leads the users to discover service providers and their solutions. Knowing this niche segment of customers, it will be important to leverage tools that add value and dynamic information to the account execs. Online tools that enhance the 360 degree view about the customer steps in here. Some tools to consider are Hoovers, Zoominfo & Salesforce CDP that complement acccount information with market knowledge and details in the public/social domain.

In my experience building online tools, trustworthy AI platforms such as AMPLYFI are providing market intelligence teams with unprecedented flexibility and power. These tools' ability to synthesize millions of documents, select the relevant elements, and summarise them into intelligence reports is a game changer. They transform hours of work into just a few clicks. This, in turn, is allowing Market Intelligence teams to spend more time on other areas of their work, such as deep analysis, data storytelling and ultimately supporting better decision making.

In account-based marketing in B2B markets, you need to know your prospects' pain points and the personalities of critical people. We use artificial intelligence to understand the personality of the people we are talking to and how we match their personality needs. You do not need to know them as persons before a meeting anymore. If they are critical and need data, if they are drivers and need the big picture and testimonials for the closing. Today's publicly available data has everything you need to know: how to write an email, lead a meeting, how you can close a deal, and what project work might look like.

SWOT analysis can be an effective way to evaluate your company against the market. It is important, also, to look at your competition. While competitors often appear as a "threat" in SWOT analysis, focusing on the competition early in the market intelligence process is essential. We often recommend a form of battle cards as a way to evaluate not only your position in the market but the position of competitors.

Channel partners are increasingly important across sales, distribution/ delivery, services provision and support activities. And, for digitally-enabled, virtual or collaborative business models, ecosystems of players are crucial pieces in connecting to customers. When creating or enhancing a market intelligence approach, be sure to pro-actively tap resources beyond those in your own company. Don't assume that go-to-market practices include alternate channels. Even mature channel systems have missed this - IT products and services companies, for example.

To maintain effective B2B market intelligence, I regularly validate data, cross-reference sources, and adapt strategies based on evolving market conditions, ensuring our insights remain relevant and actionable.

As ferramentas variam muito conforme o contexto competitivo e mercadologico no qual a empresa está atuando. Porém, quando se trata de um segmento que se caracteriza por fazer vendas consultivas e complexas, a implementa??o de uma análise dos motivos de contrata??o e n?o contrata??o, ou ganhos e perdas, Win-Loss no termo em Inglês, é um diferencial. Pois tem a capacidade de revelar a vis?o dos clientes sobre o processo de vendas com impacto direto na taxa de convers?o.