Intelligence Gathering
By Tequia Burt, Editor in Chief of the LinkedIn for Marketing Blog
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In B2C marketing, a great product can drive success. In B2B, that’s far from enough.
Even the most revolutionary product won’t sell without a deep, data-driven understanding of the industry, audience, and messaging. That’s why research—what I call “intelligence gathering”—is more than half the battle. It’s both an art and a science, making it a perfect obsession for professionals who blend creativity with analytics.
This week, top B2B marketers are uncovering new ways to gather intelligence—and using it to connect with their audiences more effectively than ever.
What to Read
The Growth Threshold: How SMBs Buy — and What Marketers Should Know (LinkedIn for Marketing blog): Emma Heiden contextualizes Meet the SMB, our latest report on the small and medium business decision-makers on LinkedIn.
Finding the Sweet Spot Between Relevance and Discovery in B2B Lead Nurturing (MarTech): Stephanie Miller discusses how to balance familiarity and discovery in B2B lead nurturing to create “personalized discovery.”
Why B2B Marketing Success Hinges on Using the Right Data at the Right Time (DesignRush): Kia Johnson summarizes a conversation she had with Marisa Lather on how data makes the difference between being noticed or ignored.
How to Set Content Marketing Goals That Matter to the Business (CMI): Ann Gynn lays out four steps content marketers can follow to help ensure their content marketing objectives align with true business outcomes.
6 Essential Skills B2B Marketing Leaders Need to Succeed in 2025 and Beyond (TopRank Marketing): Lee Odden asks the experts to explain which skills they think will make the biggest difference for B2B marketers in 2025.
What to Listen To
In the latest episode of Attributed - A podcast by Dreamdata, Brendan Hufford and Steffen Hedebrandt “challenge everything you think you know about B2B content” by revealing how a small group of companies abandoned outdated best practices for a radically different approach — and captured 80% of the market in the process.
What to Know
In a new survey conducted by DemandGen Report, 90% of the 100+ B2B marketers surveyed said they use Generative AI to support their marketing efforts. Over eight in ten respondents (81%) said they use AI primarily to create content.
Read the full report for more insights, including the biggest challenges B2B marketers face when implementing AI.
Follow the LinkedIn for Marketing Blog to keep up with the latest in B2B marketing every week.
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1 天前This article really highlights the critical role of intelligence gathering in B2B marketing. The blend of data-driven insights and creativity is what sets successful campaigns apart. I especially appreciate the focus on using the right data at the right time—something that can make or break a marketing strategy. Excited to explore the recommended reads and insights on AI in marketing. Thanks for sharing, @Tequia Burt!
Profficient
1 天前well-worth remembering!!!!!thanks a lot!!!
Head of Marketing || Project Management || Strategic Leader in GTM Planning, Paid Ads, and Cross-Channel Optimization
2 天前Great insights! Completely agree, B2B success isn’t just about the product but about how well you understand the audience and industry dynamics. Intelligence gathering bridges that gap, making data-driven decisions the key to effective marketing. Thanks for sharing these valuable reads!
?? Director | Grownited Private Limited | Software Engineer | Web & Mobile App Development | Java, Spring, Hibernate, React, Angular, Node.js | Certified: OCJP, OCWCD, OCA-SQL, OCA-8, OCP-21 | Mentoring Future Developers
3 天前In B2B, intelligence isn’t optional—it’s the competitive edge. ???? The fusion of data-driven insights with strategic creativity separates the brands that thrive from those that fade into the noise. This roundup is a goldmine for marketers who understand that success isn’t just about having a great product—it’s about knowing exactly how to position it. ???? Which intelligence-gathering strategy has made the biggest impact in your B2B approach? Let’s discuss! #B2BMarketing #DataDrivenGrowth #MarketingIntelligence
Marketer | Copywriter | Content Writer | Marketing Trainer| If you want to learn about any marketing concept, ping me- I would love to teach
3 天前In your article- Lee Odden- you have very well summarized- why marketers are need to wear the creative hat. In this era, where anyone can write and everyone has the craving for 'experience'- if as a marketer, one can't think to creatively touch the emotions of their audience, might be failing or end up promoting their product-nowhere! So, what do you think- how can marketers start building that 'creative' side?