Quantitative and qualitative wins in B2B marketing

Show Notes

• 02:33
  Defining qualitative and quantitative data

  Quantitative data is numerical and data-driven, while qualitative data is anecdotal. In marketing, we have both types of data, and deciding how to combine them is both an art and a science.
• 03:14
  Combining quantitative and qualitative data

  Quantitative data is more scalable and shows general trends, but doesnt provide the underlying reasons. On the other hand, qualitative data from customer interactions like interviews or focus groups, provides richer insights into the causes behind the trends observed in quantitative data.
• 06:32
  Using qualitative and quantitative data for marketing insights

  Relying solely on quantitative data without customer insights can be misleading. Audyence learned the importance of combining quantitative survey data with qualitative insights from customer conversations to better understand customer problems and iterate their platform effectively.
• 08:15
  Leveraging qualitative data for demand generation campaigns

  Customer pain points and priorities help shape messaging and content in demand-gen campaigns. While quantitative data reveals general trends in target audience reactions, qualitative insights reveal why specific segments should or shouldn't be targeted.
• 09:54
  Aligning sales, marketing, and product to leverage customer insights effectively

  Marketing, sales, and product teams must be aligned around the customer feedback required to improve these organizations. A collaborative approach to collecting and analyzing customer feedback, involving all three departments in the interview or focus group process, is key.
• 11:47
  Aligning customer feedback gathering across departments

  Establishing centers of excellence, where representatives from each department work on collaborative projects, is an effective way to achieve alignment and success across sales, marketing, and product organizations.
• 14:00
  Driving efficiency with quantitative and qualitative data

  Marketers should prioritize efficiency, focusing on saving time, money, or improving performance. It's crucial to have both quantitative and qualitative data to understand the 'why' behind trends and make informed decisions.