This Week in Marketing: Data, Insight, Strategy

A successful marketing strategy doesn’t spring fully-formed from the mind of a singular genius. It’s not just about experience or intuition. The most successful strategies follow a specific process in order, every time:

1. Collect data about your audience, their pain points and your capabilities
2. Scour that data for insights to drive your campaign
3. Develop a strategy that puts these insights into action

It’s important to give equal time to each of these steps. Without enough data, your insights will be…well, less insightful. If your analysis for insight is only surface-level, you can miss deeper elements that would better inform your strategy. And, of course, if your strategy doesn’t rely on the insights from your data, it’s bound to miss the mark.

This week’s roundup can help with all three of these stages. We have insights on global B2B marketing from the LinkedIn Collective, new data on enterprise B2B marketing and new strategies for connecting with digital natives.

Read on for the latest from the LinkedIn Collective and the web at large.?

What to Read

From Local to Global: 3 Insights to Unlock B2B Growth Beyond Borders (LinkedIn Collective): The digital economy has helped to erase border barriers for marketing. But marketers can still benefit from deep, genuine localization in each region they serve. Alyce Erikson explains how to effectively balance the global and local aspects of marketing.

Appeal to Digital Natives with New B2B Marketing Strategies (Forbes): Younger Millennials and Gen Z don’t remember a time before the internet. They’re used to having information at their fingertips, they only buy from brands they trust, and they don’t like being told what to do. Dee Blohm shares quick and easy ways you can reach these permanently-online buyers.

As Advertising Fatigue Grows, It’s Time To Let Creative Content Marketing Shine! (Aithority): It shouldn’t be a surprise that creative, memorable marketing is more successful than boring ads. Judith Ingleton-Beer advises marketers to embrace creativity in content, while offering advice to help keep your content marketing strategic.

AI Won’t Replace B2B Copywriters, Because It Can’t (The Drum): AI can generate high-quantity content—but the human element is what spurs action, says Georgie Everitt . She advises a hybrid approach that lets AI handle some of the grunt work, but empowers copywriters to make that meaningful connection with the reader.

Enterprise Marketers Leading with Strategy in 2024 (CMI): Content Marketing Institute’s annual B2B benchmark report is always worth a deep dive. Stephanie Stahl rounds up takeaways from over 300 enterprise-level marketers for this initial dip into the data.

What to Watch

Unlocking the Power of Owned Media ?

GTM News host Taylor Wells interviews Bolaji Oyejide for tips on building an audience on your own turf, and how to best serve that audience with serialized content.

What to Know

What elements contribute the most to your marketing success? According to CMI’s data, enterprise marketers are more successful when they truly know their audience, set smart goals and collaborate across teams.

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Make sure to follow the LinkedIn Collective for more insights.