As I dove into data and interviewed executives across industries, I discovered something surprising: While 56% of marketing leaders believe marketing has changed more in the past three years than the previous 50, the most successful leaders are taking a much more nuanced approach than I expected.
Chris Williams, CMO at Arima, a cloud-based consumer insights platform that creates privacy-compliant synthetic data mirroring real consumer behavior, suggests an unconventional approach: using synthetic data to create population simulations that can inform marketing strategies while protecting individual privacy.“Rather than try and collect massive data sets of hard-to-get data on prospects, marketers are looking to companies that create synthetic data instead,” says Williams.
Ashleigh Cook, CMO at RainFocus, an event marketing platform, puts this principle into practice through direct customer engagement.“We rely on insights from our own user conference and customer surveys to better understand where opportunities exist for broader market education as well as more technical education on our platform,” she explains.“It’s also critical to have direct conversations with customers and a constant feedback loop between sales and marketing.
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