When to Invest & When to Ignore: A Marketing Leader’s Guide to Data

In marketing, data is everything—especially in account-based marketing (ABM). Whether you’re analyzing fit data, tracking engagement and intent signals, or measuring where your accounts are in the funnel—data unlocks the best, most effective plays for your marketing team.
Collecting data is one thing. However, actually using that data efficiently to get wins is another. That’s why it’s important for marketing leaders to determine exactly what data needs their full attention and what data you can deprioritize. You may find some of the most detailed, channel-specific insights the most fascinating, but remember that your time is limited and those would be better utilized by team members who can turn them into action much quicker than you could.

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