OnBase: Smashing Sales and Marketing Misalignments

Ep 44 | Driving Impactful B2B Marketing Strategies with Tom Treanor, Global Head of Marketing, Arm Treasure Data

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Tom Treanor, Global Head of Marketing, Arm Treasure Data discusses everything under the sun when it comes to B2B marketing, from what keeps marketers in this segment up at night to better strategies that drive your ABM results! 

About Tom

As Arm Treasure Data’s Global Head of Marketing, Tom is responsible for driving the overall marketing strategy for Treasure Data’s CDP (Customer Data Platform) and IoT Data Analytics solutions.

About Arm Treasure Data

Arm Treasure Data is an Enterprise CDP that integrates and uses marketing data from multiple different platforms.

Top ten takeaways from the episode:

  1. “Customer data is often optimized around a certain function – it’s important today for marketing teams to integrate all this data before using it to understand the customer.”
  2. “Marketing today is now driving the conversation in most B2B companies.”
  3. “Generation of Account-based focused marketing from all groups, whether its sales or others is an important trend that needs accurate measurement of results.”
  4. “The fundamental of personalizing any campaign starts with understanding all the different aspects of the customer – how they respond to campaigns, etc. If you personalize without understanding this, you will be marketing to prospects who don’t like what you’re saying.”
  5. “Quality interactions are crucial in B2B, more than in B2C – that is where a CDP can help B2B marketing teams.”
  6. “Because most tools are optimized around a certain function, they don’t provide the raw data that helps all-round understanding of customer behavior.”
  7. “It is crucial to have a neutral place to gather all your data, run analysis and activate around it.”
  8. “What we say is a trend of companies putting one person in charge to administer customer data.”
  9. “The main pain point any CDP solves is aligning disparate data.”
  10. “Sometimes, lack of clear ownership of customer data can be a drawback or challenge for teams.”

    11. About the podcast

    Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

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    OnBase: Smashing Sales and Marketing MisalignmentsBy Demandbase
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