As marketers, we use all sorts of data to form our messaging, tactics, and our overall strategies.
We can use firmographic data such as a job title, name of the company the lead works for, and the sector or industry. Other derivative information might also include the revenue band of the company, the size of the company, where it is based, and so on.
We can look at product holding and transactional data. Anyone looking at this will know not just the lead’s contact details and the profile of the company they work for but also what this customer has previously bought.
Moreover, interaction data in the form of lead scores have become increasingly popular. But a lead score is just a sign of how engaged people are with your marketing, not why they are so engaged with your marketing…
