What’s the Most Powerful Use of Big Data for Lead Generation Marketing in 2013?

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


What are the most powerful ways B2B lead generation marketers will be using big data in 2013?

1.         Some may say attribution – understanding which channels, content, and messaging is working best.

2.         Others may claim personalization and engagement scoring – delivering the right message to the right person at the right time.

3.         A few may argue sales efficiency and effectiveness – giving the sales department more relevant information at the right time, helping to close more business faster.

4.         But ultimately, I believe the most compelling case can be made for closing the loop – from marketing lead to sale and ultimately maximizing true ROI.


To be fair, I introduced these use cases in my last post, “What’s the Big Deal With Big Data.” And I do believe closing the loop is the most compelling, so let’s take a closer look here.