The landscape of B2B marketing is changing, and one key driver of that transformation is the strategic use of data. In our latest Go-to-Market (GTM) Leadership Webinar, we brought together industry experts from Pure Storage, 6Sense, and Infuse to unpack how data, signals, and innovative GTM strategies can help unlock growth opportunities for B2B marketers.
The data-driven GTM advantage
One of the most important topics of the discussion was the role of data in creating a successful GTM strategy. Eric Wittlake, Senior Director at 6Sense, highlighted that although most marketers have access to a wide range of martech tools, only a small percentage are leveraging them effectively to drive growth. As he put it:
“Our role as marketers is to shape perception and position ourselves as the chosen solution before our sales team has a meaningful opportunity to engage.”
This insight resonated throughout the webinar — it’s about using data to identify early signals of market readiness, enabling a more strategic prioritisation of accounts. The goal is to be proactive and lead the customer journey before competitors even have a chance to engage. Eric broke down how data-driven decision-making is essential for identifying out-of-market and in-market opportunities, helping marketers be more precise with their resources.
The subtle differences between signals to intent matter
Mukesh Rajpurohit, Vice President of APAC Sales at Infuse, emphasised the importance of understanding the difference between signals and intent in B2B marketing. He noted:
“The journey that you establish when prospects are not in the 5% actively looking to buy is crucial. You need to identify those signals early and build brand perception so that when they are ready, you’re already top of mind.”
This concept is vital for B2B marketers aiming to create brand affinity long before a declared buying intent appears. Understanding signals and using them to nurture leads gives a competitive edge in today’s marketplace, especially with buyers becoming more informed and taking control of their journey.
The challenges of data silos and integration
One of the key barriers discussed was the issue of data silos, particularly in the APAC region. Rohan Kamra, Head of Digital and Revenue Marketing Asia at Pure Storage, provided some thought-provoking insights into the challenges that arise from data discrepancies across markets. He explained:
“In APJ, we still face challenges when it comes to data availability, especially actionable data. Markets like Japan and Korea are unique, with strong local players and a fragmented marketing ecosystem. Localized solutions are essential to bridge these gaps.”
Rohan urged marketers to focus on localised marketing efforts and leverage technologies like AI to bridge language barriers and gather more nuanced insights, leading to better decision-making for GTM strategies.
Balancing demand creation and demand capture
Another highlight from the webinar was Rohan Kamra’s discussion on balancing demand creation with demand capture. In today’s environment, marketers often find themselves pressured to deliver immediate results. However, Rohan stressed the importance of long-term marketing strategies that go beyond quick wins:
“Holistic marketing is about going from awareness to affinity. It’s the power of the brand that pulls buyers back when they’re ready to make a decision.”
This balance is essential for B2B companies that are looking to build sustainable growth rather than just hitting short-term goals. By integrating both approaches, businesses can capture demand when it emerges while creating long-term brand loyalty.
Final thoughts
Data is the bedrock of any successful GTM strategy, but how we use that data makes all the difference. The insights shared by our expert panel underline the importance of proactive, data-driven decision-making and the necessity of understanding and prioritising the buyer’s journey. Whether it’s using signals to create affinity or breaking down data silos to become more effective, 2025 is all about smarter, more integrated marketing approaches.
Ready to dive deeper? Watch the full webinar to gain more insights from our panel of experts and download our visual infographic to help you implement these strategies in your organisation.
