Make full use of analysts, marketers urged

Marketers should make better use of the data collected by in-house analysts when carrying out lead generation, it has been suggested.

According to Marketing Sherpa, building a closer relationship with this department can help improve results and make a strategy more effective.

Speaking to the news source, marketing consultant Andrew Janis said that although a growing number of firms are opting to bring in analysts, many "haven't translated that investment into using that data to better inform what's going on".

He advised marketers to not concentrate on learning the details of the information that is being gathered, noting that many "really don't care about most of that stuff".

"They want to know if a strategy is working or not and potentially how to improve it," he remarked.

In order to do this, Mr Janis stated, analysts should be included in the marketing planning process, as this will ensure their knowledge is being used effectively.

Another way of making the most of these employees is to ensure they understand the firm's marketing aims and that they have the "freedom" to use the data they collect in a number of ways, the website concluded.

Pat McParland recently told BtoBonline that coordinating data between sales and marketing professionals is one of the key challenges for a business looking to secure new customers.