Shape Smarter Q4 B2B Marketing With These 5 Data Truths About ROI

While so much has changed in marketing over the past few years, one thing remains the same: a strong data strategy is essential. That’s been my mantra since founding OMI in 1998, and in my recent conversation with Reed Hansen on the Inside Marketing with Market Surge podcast, I shared how the right approach to data transforms marketing from guesswork into measurable results.

That brings up another point. As we mark the beginning of Q4, knowing what’s working and what’s not across your campaigns, initiatives, and tech stack is key. Now is the time to focus on what matters most – measurable results and ROI. Here are my five data truths about ROI from the discussion with Reed, designed to guide you in shaping smarter marketing this quarter and beyond:

1. Accuracy Is Non-Negotiable

When it comes to campaigns and communicating with customers and prospects, everything starts with contact accuracy. If your database is 30% wrong, you’re throwing money away on programmatic ads, email sends, and even direct mail. One wrong contact at the wrong company can undermine an entire campaign.

That’s one reason why OMI believes in data validity guarantees. For example, for clients leveraging our massive B2B database to fuel their customer acquisition campaigns, our process delivers 95% data accuracy on email contact addresses. We stand behind that guarantee contractually. Starting from a clean, matched record ensures you’re targeting the right person, and it directly impacts ROI.

In the era of AI and automation, data quality is more critical than ever. Forbes recently quoted us in an article on cautionary advice about automation: “If your automation tools rely on outdated, incomplete or inaccurate data, they can trigger the wrong actions, such as targeting the wrong audience or sending irrelevant content, so make sure clean, high-quality data powers your systems.”

2. Supercharge Your Intent Data to Drive More Conversions

Once you’ve built a solid data foundation, the next step is layering on signals that reveal when someone is in-market. Intent data is the most powerful of these signals. But while intent signals tell you who's interested, that’s just half the story. Without reach, intent can't convert.

Our approach at OMI is to connect signals to real people by leveraging the 150 million-plus validated B2B contacts in our database. This allows us to uncover valuable insights about each prospect within your intent feed, including how to connect with them across multiple touch points. Combining intent with the power of our database elevates personalization, relevance, and campaign ROI and delivers results you can measure.

Recently, for one of our clients, we achieved a 10% response rate with a standard file. By adding intent signals, it jumped to 23%. When we overlayed more robust data on top of that, in this case—advertising spend data—results climbed to 35%. That’s the difference between guessing and knowing who’s truly ready to buy. You can read more about our intent data services here.

3. Tech Stacks Should Enable, Not Overwhelm

Many organizations have too much technology—multiple platforms with overlapping features, most of them underused. The key is not more tools, but the right ones. With Q4 now here, this message is especially timely.

A recent MediaPost article frames it this way: “Q4 has always been where hype meets reality…this quarter has a way of cutting through the noise... when the pressure’s on, only the tools that work get to play.”

From my perspective, an effective CRM should be the cornerstone of your tech stack, especially when paired with automation that personalizes nurture tracks. With accurate and enriched data feeding into it, your CRM becomes the hub that drives consistency across email, programmatic, social, and even direct mail. Simplifying the stack also reduces cost and complexity while increasing adoption.

4. Attribution Must Be Holistic

I’m not a fan of last-touch attribution. In B2B, sales rarely result from a single email or ad. More often, a prospect receives multiple touches—direct mail, programmatic impressions, an email—and only then do they convert.

Marketers need to embrace blended attribution, recognizing the full journey rather than awarding credit to the final click. This mindset not only provides a more accurate view of ROI but also prevents internal budget turf wars between teams.

5. AI Is Powerful—but Human Context Matters

AI is rapidly reshaping B2B marketing. On the back end, it’s improving data hygiene and speeding up processes. On the front end, it’s helping refine targeting and messaging. But here’s the caution: don’t let AI strip away the human element.

Today’s buyers—especially younger decision-makers—want to know what your brand stands for. Sustainability, community engagement, and authenticity all matter. AI can help with efficiency, but the human voice must remain at the center. That’s what resonates and builds trust.

We truly believe that if you can bring together these five elements, you’ll transform your campaigns into revenue-driving programs that engage the right people, in the right way.

? For a deeper dive, check out my full interview with Reed on Inside Marketing with Market Surge here. We also invite you to get in touch with our team at request@outwardmedia.com to start a conversation about elevating your ROI and business impact using custom, precision audiences, intent data, and much more.