Content MarketingCRM and Data PlatformsEmerging TechnologySales Enablement

You’re Probably Spending More Time Managing Data Than Marketing

Yesterday, I shared how we batch loaded an entire year of social updates. While quite a bit of work went into the research, our team spent quite a few hours just massaging the data and making it a file that could be uploaded. Even after we passed all validation checks, we had to then manually go through and select or add media to display in each social update. It took several hours to tweak it and get it correct.

Today, my time was spent taking a few seasons of events and importing them into a client’s WordPress site that has an integrated professional event management system. Unfortunately, despite all the bells and whistles included with the system, it still relied on a human being sitting in front of a keyboard filling out each mundane detail and populating each custom event post type. It took all day.

In both of these examples, the data was all both available and formatted into usable data files. In this case, both were comma-separated value-based text files. However, both Martech platforms had severe limitations to their data entry capabilities. Time and time again, this is the issue with Martech. We have all the tools available to execute impactful campaigns, but more often we find incompatible or non-existent import and integration capabilities.

I’m not alone in my frustration. In a recent study by the Martech Industry Council, a love/hate relationship with Martech is evolving for marketers.

Unlike their B2C counterparts, B2B marketers have more data than ever, but can not harness it to know their customers in a way that will help them market more effectively.

Doug Bewsher, Leadspace CEO

According to the Survey

  • 85% of marketers said they were spending more time than ever managing marketing technology, at the expense of spending time better marketing and engaging with customers.
  • 98% of the marketers said they wanted more information about the individuals and companies in their databases.
  • 60% of marketers were asking for a more accurate understanding of the buyer persona and person most likely to buy.
  • More than 75% of marketers surveyed said they’d prefer to spend more time developing and launching new campaigns and only 11% said they wanted to spend their workdays managing their databases.

While the marketers surveyed said they know managing their data is critical to success, the vast majority acknowledged that they spend as little time as possible dealing with it. Marketers are looking for a way to automate the data and intelligence gathering process and use it to fuel their primary goal — identified by the survey as supporting sales by generating qualified leads.

love hate martech

About Leadspace:

Leadspace’s Audience Management Platform enables B2B companies to better engage customers and drive faster growth by allowing marketers to find and know their audiences. As internal and external data multiplies, Leadspace uses AI to provide a single source of truth across all sales and marketing data, identify net new accounts and individuals, and recommend the best marketing activities. Updated in real-time, data and intelligence remains constantly accurate and actionable and can be consistently used across sales, marketing, and advertising channels.

Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.


  1. Fixing that data shouldn’t have taken you all day, and is a sign that you are working on small pictures instead of big pictures with your business. (I see this because it is killing me as well.) Fixing that data should’ve taken a few attempts at fiverr or whoever to fix it for a nominal fee compared to what your time is worth. I am writing this to remind myself. You knew how to fix it, someone else did the work that “only” you knew how to tell them to do and you paid them what they asked, it’s a no shame game. I am the worst culprit of my preaching. (I can always do it better, or I only know how to do it…. supposedly)

    1. Meh. I don’t believe this is true Kevin. While we can outsource mundane work, the quality and strategy can’t be outsourced. Even in the examples I provided, knowing the big picture and the client was what required me to make the data edits I had to.

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