Data-Driven Growth Strategies for B2B: Key Takeaways from Mark Farmer, guest on our Roundtable Episode 1
You can’t just wish for growth or cross your fingers and hope your campaigns magically hit the mark. Especially for associations, professional groups, and trade organizations, staying relevant while driving sustainable revenue has become a strategic challenge.
That’s exactly why the first episode of RoundTable – Ops in Motion brought together marketing and data experts to discuss how associations can maximize growth through data-driven marketing strategies.
The Roundtable Setup
Hosted by Kawaljeet Kour, Co-Founder and COO, Digital DI Consultants, the session featured two seasoned voices in the association and marketing space:
- Mark Farmer, managing partner at Access Marketing and Events.
- Shiv Panchagiri, CEO at Digital DI Consultants, a marketing strategist with years of experience working alongside associations.
Together, they dug into how marketing ops and data-driven moves can open up opportunities, smooth out how processes run, and get people more engaged.
Mark opened the conversation by sharing his passion for strategic yet hands-on consulting. “Over the years, it’s been rewarding to see us succeed alongside our client partners,” he said, highlighting the dual nature of strategic thinking and execution that drives results.
The Real Challenges Associations Face
The conversation quickly hit the core issues. Mark noted that associations operate in constantly shifting landscapes. Leaders and marketing teams must maintain a clear and consistent voice, ensuring they remain relevant to both existing and emerging stakeholders.
“It really comes down to listening,” Mark emphasized. “Listening with intent, understanding what matters strategically to your clients and partners, and then co-creating solutions that add real value.”
Shiv added a practical perspective, noting that while many associations stick to marketing tactics that have worked for years, the adoption of new technologies and approaches is critical for growth. He zoomed in on one key area: CRM databases. These aren’t just a tool for managing contacts but a foundation for predictive insights, audience understanding, and trend identification.
Why CRM Data Hygiene Matters
Messy CRM data kills growth. Shiv explained that poor data management can directly affect revenue and organizational performance. “Associations often struggle because of outdated practices, which is where consulting and guidance become essential,” he said.
Maintaining data hygiene ensures that marketing campaigns are targeted, personalized, and effective. Accurate data enables organizations to make smarter decisions, reduce waste, and engage members in meaningful ways.
Understanding ICP and TAM
One of the highlights of the discussion was Mark’s explanation of ICP (Ideal Customer Profile) and TAM (Total Addressable Market), two critical concepts for associations looking to maximize growth.
- ICP helps organizations rank and prioritize prospects, identifying the members or clients most likely to engage and benefit from their offerings.
- TAM measures the ICP’s reach across industries and geographies, providing a basis for forecasting and strategic planning.
Mark emphasized that both ICP and TAM are dynamic. “Industries and roles change rapidly,” he noted. “Your ICP today might look very different a year from now. Maintaining a closed-loop system where intelligence from ICP and TAM feeds back into your strategy, sometimes through AI, sometimes through human insight, is essential.”
Marketing Operations: From Support to Strategic Growth
Kawaljeet shed light on how marketing operations have morphed. Traditionally seen as a support function, marketing operations has become a strategic growth enabler. Digital transformation has made it the hub for data-driven decision-making, audience engagement, and technology optimization.
She broke it down into five big shifts that are transforming marketing operations:
- Data-driven audience engagement: Effectively segmenting, targeting, and personalizing outreach.
- Automation and AI adoption: Reducing manual effort and predicting next steps in the customer journey.
- Strategic ownership of tools: Leveraging sophisticated CRMs and marketing platforms to gain actionable insights.
- ROI and performance transparency: Building dashboards, defining KPIs, and demonstrating marketing’s impact to leadership.
- Cross-functional alignment: Bridging departments, ensuring consistent data workflows across marketing, membership, events, and other teams.
Marketing operations is no longer about execution alone. It’s becoming the operational brain behind sustainable audience growth.
Technology Isn’t the Answer Unless You Use It Right
Despite technological advances, Mark warned against adding tools without a clear roadmap. “Data silos and decentralized dashboards can actually hinder insights if not managed properly,” he said.
Kawaljeet reinforced this point, explaining that data analysis is critical. Proper analysis transforms raw dashboards into actionable decisions. When marketing operations teams align their tools, data, and processes, they go beyond reporting; they drive strategy and accountability.
Keep Evolving Your ICP
Another crucial theme was the need to continuously evolve the ICP. It isn’t “set and forget.” Industries change. Roles emerge. Member expectations shift. Mark gave a tangible example: in the renewable energy sector, positions like “Chief of Sustainability” are becoming common. Associations that monitor trends, emerging leaders, and market shifts are better positioned to remain relevant and engaged.
Shiv highlighted that listening remains central. Access Marketing and Events, for example, focuses on understanding association leaders, their challenges, and their goals. This listening feeds ICP and TAM development, guiding strategic decisions that are not only data-driven but also grounded in real-world needs.
Key Takeaways: Actionable Insights for Associations
Here’s what came out of the roundtable that you can put into practice today:
- Listen before you act: Understanding your members’ or clients’ needs is the foundation of strategy.
- Invest in data hygiene: Clean, up-to-date CRM data is essential for accurate insights and effective campaigns.
- Continuously refine your ICP and TAM: Your ideal audience and total market are always evolving; stay ahead of trends.
- Elevate marketing operations: Treat it as a strategic function, not just support, integrating data, technology, and cross-functional alignment.
- Leverage technology wisely: Avoid tool overload. Focus on systems that provide actionable insights and foster decision-making.
- Measure, adapt, repeat: Use dashboards, KPIs, and data analytics to inform strategy and demonstrate ROI.
Next Step: Begin auditing your CRM and revisit your ICP today. Small steps now can drive measurable growth tomorrow.
