Russ Findlay of Hiscox Talks about Data, Individualization and B2B Marketing’s Evolution | ANA Marketing Knowledge Center | The Internationalist | Other Publications | All MKC Content | ANA

Russ Findlay of Hiscox Talks about Data, Individualization and B2B Marketing’s Evolution

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In his role as Head of Marketing for Hiscox Insurance, Russell Findlay runs two distinct marketing operations—one geared to the business-to-business concerns of the company, and the other for the business-to-consumer initiatives directed to the small business community. He's finding, though, that in a data-driven world, B-to-B strategies are now informing consumer marketing.
 
Findlay believes today's business world, with its constant stream of information and its terabytes of data, has fundamentally changed marketing, and essentially blurred what marketers once described as B-to-B and B-to-C disciplines. He adds, "B-to-B marketers, or those with a more direct-to-consumer model, know a lot about an individual customer. They retain customer records, there's a CRM system with interactions and a sales history, and they know their customers' names. Consumer marketers once saw their potential customers as an aggregate, and they needed to reach segments of them. Yet the digital revolution has changed approaches to individualization with customized products, as well as new levels of segmentation and predictive analytics."

(Please download the full PDF of this article at the link to the right.)
Source

"Russ Findlay of Hiscox Talks about Data, Individualization and B2B Marketing's Evolution." The Internationalist. Number 77, 2016.

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