Data has always been an important element of content strategy, but we may now begin to see creative, data-driven content being the centre of content. In order for B2B businesses to successfully use their data, knowing who their audience is, will be the first step. Then, relevant and content with a purpose, can commence. We'll asses why data-driven content has emerged as a key B2B trend. 

Various businesses have a wealth of data at their fingertips, but crucially, knowing how to use that data will identify which B2B companies stand out. The Covid-19 pandemic had massive influence on how businesses use the data they have to reassess marketing strategies to a constant changing market. Consumer behaviours are changing, their buying habits are changing – insights have become more important when analysing customers. 

Customer journey/experience and personalisation are increasingly being considered by companies in order to prioritise the best customer prospects and create personalised content and campaigns to increase conversions. 

38% of marketers plan to increase their use of customer data platforms in 2021. 

Just like content, data can help you become a more effective campaign marketer. From email subject lines to marketing messages, and even when to send campaigns - everything can be better evaluated. 

As B2B businesses look for new ways to gather data in 2021 and beyond, we can expect more personalised and engaging campaigns. Consumer habits have permanently changed and so have the roles of B2B marketers.