We pulled together 15 minutes of the most valuable insights on data-driven B2B marketing, shared by members of our B2B Marketing Leaders сommunity.

Olga Bondareva, founder of ModumUp, talks with experts from different B2B companies:

• Dina Habib O'Mara, Global, Industry Partner Strategy, GTM Co-Sell Lead at Microsoft
• Christiaan Davel, Global Marketing Manager at Hilti Group
• Kristi Berg McCutchen, Global Marketing Executive at aXs, formerly at T-Mobile

Dina walks through a go-to-market rebuild for global system integrators at Intel. The team had three jobs: help partners bring Intel solutions to more customers in a trusted way, build pipeline around their sales teams' limited time, and enable those teams. Data sat in separate pots. They pulled it into one privacy-compliant hub, with GDPR checks, tied to ICP systems and Salesforce, so the approach could scale from one integrator to Intel's top six global system integrators.

At Google Cloud and AWS, Kristi scored accounts and buying groups using CRM, firmographic, and intent data. Red, yellow, and green showed sales where a close was more likely and where there was room to grow share of wallet. For example, one team could already be a customer while another used a competitor. Pilots proved the model. Partners, from VARs and alliances to GSIs, then helped open doors into those teams.

At Hilti, Christiaan faced a timing problem: different products become relevant at different stages of a construction project. His team combined software usage, construction timelines, engineering specifications, and account-level buying data to identify the right moment for an account manager to step in. That produced higher-quality leads and a clear sales boost. Before scaling, though, they test the hypothesis with customers.

On AI, the examples stay close to the work. With customer permission, Kristi’s team recorded executive briefings and used AI to turn them into feedback and action items for product, pricing, and bid teams. What once took weeks or months took hours. In a few cases, this helped identify projects that could launch within the same fiscal year, including one around a problem competitors were not addressing. Building on Kristi’s point, Dina adds another perspective, citing a Forbes Insights figure, with Fivetran, that ungoverned AI could cost B2B companies $10 billion. A person still needs to review the output, or the message slides into a sea of sameness. Christiaan reinforces that point with a Hilti example: he helped train a website model for structural engineers and flagged answers that would not be good enough for an engineer.

A big thanks to Dina, Kristi, and Christiaan for a great and insightful conversation! 😊

Watch the full episode of the B2B Marketing Leaders Podcast on YouTube: https://youtu.be/CCaQxFVQN5o