Let data be the biggest driver behind your advertising strategy by Cynthia Ramsaran

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Let data be the biggest driver behind your advertising strategy by Cynthia Ramsaran

Businesses have recognized the importance of informed decision-making when it comes to purchasing. Thus, marketers rely heavily on data analytics, audience segmentation and personalized targeting to create more effective advertising strategies.

Traditional B2B and B2C buying motivation has not changed, but interactions with brands are becoming more similar.

Sponsored by:

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In this episode of the MarTech Podcast: Data Makes the Difference, Sally Slarke, Dun & Bradstreet’s SVP of digital audiences, and Kim Davis, editorial director at MarTech, discuss how brands connect directly with customers – regardless of whether they are buying for themselves or on behalf of their companies.

Tune into the podcast and learn:

  • How to track buyer behavior even before they give up their first-party data.
  • Where data comes into play when it comes to personalization and ABM.
  • How companies use data to reevaluate and reshape their advertising budget strategies.


Sally Slarke Headshot

Sally Slarke, SVP of Digital Audiences, Dun & Bradstreet

Sally is an accomplished executive who has scaled digital businesses across four continents, spanning a variety of business models including media, demand generation, data, services and technology. With both B2B and B2C experience she has strategic and tactical expertise driving sales, commercial operations with full P&L management, cross-functional management, product development, building high performing teams, new business development and change management.


KimDavis Headshot 1

Kim Davis, Editorial Director, MarTech

Born in London but a New Yorker for over two decades, Kim Davis started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. Prior to working in tech journalism, Davis was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication and as a music journalist.


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Dun & Bradstreet, a leading global provider of business decisioning data and analytics, enables companies around the world to improve their business performance. Dun & Bradstreet’s Data Cloud fuels solutions and delivers insights that empower customers to accelerate revenue, lower cost, mitigate risk, and transform their businesses. Since 1841, companies of every size have relied on Dun & Bradstreet to help them manage risk and reveal opportunity. For more information on Dun & Bradstreet, please visit www.dnb.com.

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About the author

Cynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

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