How to: Manage international marketing campaigns with data

Richard Neale, EMEA marketing director at Birst, discusses how B2B brands can use the power of data to implement international marketing campaigns

For marketers, use of data within marketing campaigns is becoming second nature. Similarly, teams in finance and operations rely on data to manage business operations and understand company performance. Tying these sets of data together can help marketing measure how each campaign contributes to the company’s revenue goals. However, getting trusted data in place and using it across multiple countries is more difficult than looking at single countries in isolation.

For B2B companies, understanding the drivers of success can help future planning and investment decisions, as well as providing the platform for future growth. Making use of data is key, but only if the marketing team can collate and manage internal and external data successfully.