At Kingpin we've always believed in a data- and (more importantly) an audience-led approach. 

This allows you to build solid foundations on which to create your campaigns and means results based on research, facts and figures, as opposed to guesses and estimates.

With marketing automation becoming more and more common in B2B businesses and playing a key role in marketers' toolkits, understanding data and its power has never been more important.

Marketo has pulled together a pretty nice e-book helping cut through the jargon and breaking down what it means to be a a data-driven B2B marketer. It outlines three fundamentals:

1. Understand your buyer's journey

2. Select the appropriate metrics for your business

3. Repeat and refine the process