April 2026

Mohammad Anas Wahaj | 26 apr 2026

For B2B companies data and insights with use of marketing technology tools is the key to success. But, huge inflow of data and a number mar-tech tools are not doing sufficient to provide actionalable insights that add to the bottom line. Mike Maynard, Managing Director of Napier, explores the data-to-insight challenges and provide ways to improve use of data and efficient use of marketing tools. He says, 'Despite these lakes of data flowing through the marketing department, we're still not turning it into insight...How often have you seen a report that states a metric improved last month without explaining why?...But without knowing how much each click costs or what happened after the click, it really doesn't tell us which campaign was better.' He shares the following pointers - B2B sales make insight hard to measure (Long sales cycles); High-value prospects are difficult to identify and reach (Account-Based Management or ABM is a partially successful solution); Attribution falls short, and measurement is constrained (Incremental measurement of sales growth can be an important metric); Many B2B teams aren't using data effectively (Form signups are the most valuable data in B2B but are hard to get). Read on...

MarTech: B2B marketers are drowning in data but starving for insight
Author: Mike Maynard

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