Why marketers should stop talking about Big Data - Business Marketing Association
1. 7/16/2014 Whymarketers should stop talking about Big Data - Business Marketing Association
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Alan Rohrer
Knowledge Center > BMA Buzz > BMA BUZZ - July 10, 2014 > Why marketers should stop talking about Big Data
Why marketers should stop talking about Big Data
Alan Rohrer is not a fan of the term Big Data. The sales consultant advises his clients to speak instead of the specific business
advantages that marketing automation tools and complex data systems can provide. Whether we are selling technology to a client or to
our own CFO, we need to choose language that holds meaning. “You have to understand it from the customer view and not get held up in
your own jargon,” he says. Rohrer, a certified trainer for QBS Research, will unpack the Big Data buzzword at a BMA Phoenix event on
July 22.
BMA Buzz: What do you have against Big Data?
Rohrer: Big data is a huge buzzword right now. I put it in the same category as cloud. Companies don’t say: “Our problem is
understanding Big Data.” Marketing departments and consultants who are trying to sell their wares are doing themselves a disservice by
trying to sell Big Data.
Most of the companies in Phoenix are selling to small- and mid-sized businesses. These businesses don’t typically have a standalone marketing department or
individual who has time to worry about buzzwords. They’re concerned about getting leads or differentiating their products or capturing inbound information. They
are not talking or thinking in terms of Big Data, but they use data all the time.
Big companies do have a marketing department and analysts. Consequently they do talk Big Data. Smaller companies are focused on lead generation and how
they manage and nurture leads, how they partner with sales to turn all of that into revenue. Obviously Big Data has a part in that, but if the concept is clouded
in [the term] Big Data it causes problems.
BMA Buzz: What about marketers who are trying to sell this internally, to their own CEO or CFO?
Rohrer: They need to be focusing on the problems that they are trying to solve, what the sales teams need to get them to the next level with customers and
markets, the targets for the next new product. They need to look at that and say, based on what we’ve heard, this data is available. We can analyze it. We can
put in place the infrastructure that is going to solve a specific problem.
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![7/16/2014 Whymarketers should stop talking about Big Data - Business Marketing Association
http://www.marketing.org/i4a/pages/index.cfm?pageid=6360#.U8aAC_ldWQc 1/2
Alan Rohrer
Knowledge Center > BMA Buzz > BMA BUZZ - July 10, 2014 > Why marketers should stop talking about Big Data
Why marketers should stop talking about Big Data
Alan Rohrer is not a fan of the term Big Data. The sales consultant advises his clients to speak instead of the specific business
advantages that marketing automation tools and complex data systems can provide. Whether we are selling technology to a client or to
our own CFO, we need to choose language that holds meaning. “You have to understand it from the customer view and not get held up in
your own jargon,” he says. Rohrer, a certified trainer for QBS Research, will unpack the Big Data buzzword at a BMA Phoenix event on
July 22.
BMA Buzz: What do you have against Big Data?
Rohrer: Big data is a huge buzzword right now. I put it in the same category as cloud. Companies don’t say: “Our problem is
understanding Big Data.” Marketing departments and consultants who are trying to sell their wares are doing themselves a disservice by
trying to sell Big Data.
Most of the companies in Phoenix are selling to small- and mid-sized businesses. These businesses don’t typically have a standalone marketing department or
individual who has time to worry about buzzwords. They’re concerned about getting leads or differentiating their products or capturing inbound information. They
are not talking or thinking in terms of Big Data, but they use data all the time.
Big companies do have a marketing department and analysts. Consequently they do talk Big Data. Smaller companies are focused on lead generation and how
they manage and nurture leads, how they partner with sales to turn all of that into revenue. Obviously Big Data has a part in that, but if the concept is clouded
in [the term] Big Data it causes problems.
BMA Buzz: What about marketers who are trying to sell this internally, to their own CEO or CFO?
Rohrer: They need to be focusing on the problems that they are trying to solve, what the sales teams need to get them to the next level with customers and
markets, the targets for the next new product. They need to look at that and say, based on what we’ve heard, this data is available. We can analyze it. We can
put in place the infrastructure that is going to solve a specific problem.
Order By: Newest to Oldest Add a Comment
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