{"id":626250,"date":"2024-07-01T15:00:00","date_gmt":"2024-07-01T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/"},"modified":"2024-07-01T15:00:00","modified_gmt":"2024-07-01T12:00:00","slug":"how-to-harness-marketing-data-to-support-holistic-business-strategy","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/","title":{"rendered":"#How to harness marketing data to support holistic business strategy"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3bc1c9be707\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3bc1c9be707\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/#Drive_exponential_growth_by_facilitating_cohesion_between_marketing_data_and_the_development_of_high-level_business_strategy\" >Drive exponential growth by facilitating cohesion between marketing data and the development of high-level business strategy.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/#The_big_picture\" >The big picture<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/#Using_data_to_answer_key_business_questions\" >Using data to answer key business questions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/#1_Who_are_we_as_a_business\" >1. Who are we as a business?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/#2_What_do_we_do_well\" >2. What do we do well?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/#3_Where_do_we_want_to_go\" >3. Where do we want to go?\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/#Applying_these_insights_to_a_business_strategy\" >Applying these insights to a business strategy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/#Setting_business_objectives\" >Setting business objectives<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/#Go-to-market_GTM_strategies\" >Go-to-market (GTM) strategies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/#General_business_alignment\" >General business alignment<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-harness-marketing-data-to-support-holistic-business-strategy\/#Integrating_marketing_data_into_business_strategy\" >Integrating marketing data into business strategy<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Drive_exponential_growth_by_facilitating_cohesion_between_marketing_data_and_the_development_of_high-level_business_strategy\"><\/span>Drive exponential growth by facilitating cohesion between marketing data and the development of high-level business strategy. <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nAn effective business strategy must align development, promotion and sales with overall business goals to ensure sustainable growth and a successful market <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach.\u00a0<\/p>\n<p>Marketing often becomes isolated from broader strategies, leading to missed opportunities, inefficiencies and a lack of visibility into what works. <\/p>\n<p>Bridging this gap is essential to advance marketing strategies and use data to refine key business questions, set executive objectives and develop go-to-market plans.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-big-picture\"><span class=\"ez-toc-section\" id=\"The_big_picture\"><\/span>The big picture<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Effective marketing should always connect to the business strategy. This means understanding how marketing goals contribute to larger business objectives. Tight alignment ensures that marketing decisions support the organization\u2019s overall vision.<\/p>\n<p>But how do you create marketing strategies based on business strategy if there isn\u2019t a clear business strategy? <\/p>\n<p>This is where a little bit of reverse engineering can be done.<\/p>\n<p>Dive deep into your PPC marketing data to provide answers and guiding data points to address the foundational questions necessary to develop a clear and attainable business strategy.\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>5 ways to align PPC campaigns with business objectives<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-using-data-to-answer-key-business-questions\"><span class=\"ez-toc-section\" id=\"Using_data_to_answer_key_business_questions\"><\/span>Using data to answer key business questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-1-who-are-we-as-a-business\"><span class=\"ez-toc-section\" id=\"1_Who_are_we_as_a_business\"><\/span>1. Who are we as a business?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The first question every business should ask itself is, \u201cWho are we?\u201d <\/p>\n<p>The idea is to define where they stand in the marketplace. Having a strong identity is key. <\/p>\n<p>This starts with having clear responses for everything:\u00a0<\/p>\n<ul>\n<li>What product\/service are you offering?<\/li>\n<li>Who does it support?<\/li>\n<li>Who are you up against?<\/li>\n<li>Does that align with your perception of the business?<\/li>\n<\/ul>\n<p>This will help craft a clear identity and positioning statement.\u00a0<\/p>\n<p>You can use marketing data and research tools to find or refine answers to these questions, ensuring accuracy as the business environment changes.<\/p>\n<p>Competitor research can be a crucial tool to provide insight into market trends, competitor positioning and gaps that can be exploited.\u00a0<\/p>\n<ul>\n<li>Google Ads shows auction insights to surface auction time competitors. Examining this report can showcase alignment in the marketplace. Are you showing alongside businesses that you consider to be actual competitors? If not, why? Where do you need to refine your identity to fix it?\u00a0<\/li>\n<li>LinkedIn Ads surfaces deep demographic and firmographic reports that provide a window into who you are reaching. Diving into this data can show us who you are reaching and who is engaging or not engaging with our ads. These data points can help to inform the question of \u201cWho are we supporting?\u201d\u00a0\u00a0<\/li>\n<\/ul>\n<p>There are many ways to dig into paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> platforms, tools and reports to analyze this kind of data (Semrush, Google Analytics 4, etc.), which can offer insight into this first foundational question.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-2-what-do-we-do-well-nbsp\"><span class=\"ez-toc-section\" id=\"2_What_do_we_do_well\"><\/span>2. What do we do well?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Another basic question at the start of developing a comprehensive business strategy is \u201cWhat do we do well?\u201d and \u201cWhat makes us stand out in the market?\u201d\u00a0<\/p>\n<p>Answering this question will guide everything from positioning statements to customer-facing messaging, offering prioritization and internal resource allocation.\u00a0<\/p>\n<p>This one can be a challenging one to answer right out of the gate. If you\u2019re a startup or a new business, running focus groups or limited trials might be how you answer this question.\u00a0<\/p>\n<p>For established businesses seeking to clarify their business strategies and objectives, you already have a wealth of available data.\u00a0<\/p>\n<ul>\n<li>Look into your existing customer data for insights, there are thousands of data points that are a goldmine for understanding market preferences and needs.\n<ul>\n<li>Conduct a SWOT analysis, examining closed won and closed lost data within a CR and you will pinpoint what your customers love about what you do and where there is room for improvement.<\/li>\n<\/ul>\n<\/li>\n<li>Monitoring customer feedback from existing customers via surveys and review sites provides a direct view of customer satisfaction and sentiment.\u00a0<\/li>\n<\/ul>\n<p>Having a clear idea of what a business is doing well and being able to monitor and refine it is essential to guiding product development, sales team activities and go-to-market strategies.\u00a0<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h3 class=\"wp-block-heading\" id=\"h-3-where-do-we-want-to-go-nbsp\"><span class=\"ez-toc-section\" id=\"3_Where_do_we_want_to_go\"><\/span>3. Where do we want to go?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Armed with insights gathered while answering the first two questions and having a clear understanding of where they currently are, businesses can much more easily clarify an objective to go where they aspire to be.\u00a0<\/p>\n<p>The process of defining a business objective is not just saying, \u201cWe want to scale\/grow\/make more money\/etc.\u201d\u00a0<\/p>\n<p>It is the exercise of absorbing the takeaways from the answers to our foundational questions, understanding the marketplace and crafting a holistic method of reaching customers \u2013 then setting an objective based on those factors.\u00a0<\/p>\n<p>Examining your historical performance \u2013 looking into profitability and efficiency \u2013 can provide guidance into what is attainable.\u00a0<\/p>\n<p>You can craft projections based on past performance, market factors and resources and apply this same principle at a higher level to support the development of business objectives.\u00a0<\/p>\n<p>Create feedback loops from all teams involved in product development, promotion and selling to continuously refine based on the actual market environment.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-applying-these-insights-to-a-business-strategy\"><span class=\"ez-toc-section\" id=\"Applying_these_insights_to_a_business_strategy\"><\/span>Applying these insights to a business strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are endless ways to apply the insights gathered from marketing data to support a higher-level business strategy. I have summarized some key points from above and some additional points below.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-setting-business-objectives\"><span class=\"ez-toc-section\" id=\"Setting_business_objectives\"><\/span>Setting business objectives<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Marketing data can help to inform the development of clear, actionable business objectives. For example, understanding product-market fit via competitive research to inform resource allocation is effective and focusing on areas with the highest returns.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-go-to-market-gtm-strategies\"><span class=\"ez-toc-section\" id=\"Go-to-market_GTM_strategies\"><\/span>Go-to-market (GTM) strategies<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Effective GTM strategies are grounded in deep market understanding. By leveraging marketing data, businesses can tailor distribution, pricing and promotional strategies to resonate with the ideal target audience, ultimately supporting successful product launches and market penetration.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-general-business-alignment\"><span class=\"ez-toc-section\" id=\"General_business_alignment\"><\/span>General business alignment<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>By integrating marketing insights into broader business decisions, companies foster alignment across departments. A more holistic approach ensures that marketing is not an isolated function but a part of strategically driving overall business success.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-integrating-marketing-data-into-business-strategy\"><span class=\"ez-toc-section\" id=\"Integrating_marketing_data_into_business_strategy\"><\/span>Integrating marketing data into business strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A key, often overlooked value of marketing data is its ability to inform higher-level business strategies beyond traditional marketing areas.<\/p>\n<p>From optimizing product-market fit to addressing quality issues, data-driven insights enable proactive decision-making that strengthens a company\u2019s market position and operational efficiency.<\/p>\n<p>Using marketing data enhances effectiveness, gains organizational support and highlights marketing\u2019s importance from the start. This capability can become crucial for sustainable growth and market leadership.<\/p>\n<p>Answering high-level business questions is often challenging, subjective and costly. By using existing marketing data, you can gain deeper, more accurate insights that evolve with the business, enabling a strategy that adapts to the dynamic market.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Jenny Williamson\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/06\/Jenny-Williamson.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/06\/Jenny-Williamson.jpeg.webp\" alt=\"Jenny Williamson\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Jenny Williamson<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=jennifer_lash&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/jennifer-williamson-824b82117\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Jenny has years of experience in paid digital marketing strategy and execution across in-house, agency, and consulting settings. She is currently an Associate Director of Paid Media within a large international digital marketing agency, where she manages a team of paid media experts to support their professional development, while also using her skills and experience to scale growth and efficiency for client accounts. If Jenny\u2019s not working, she\u2019s probably out on the water enjoying the outdoors and the beaches of North Carolina, where she lives.                 <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/how-to-harness-marketing-data-to-support-holistic-business-strategy-443735\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Drive exponential growth by facilitating cohesion between marketing data and the development of high-level business strategy. An effective business strategy must align development, promotion and sales with overall business goals to ensure sustainable growth and a successful market approach.\u00a0 Marketing often becomes isolated from broader strategies, leading to missed opportunities, inefficiencies and a lack of&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-626250","post","type-post","status-publish","format-standard","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/626250","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=626250"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/626250\/revisions"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=626250"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=626250"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=626250"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}