9 - How Can Data Transform B2B Marketing Strategies for Better ROI?
Unlocking Data-Driven B2B Success: A Conversation with Dave Nugent of Fusion92
In a compelling episode of The Marketing Vanguard podcast, host Paula Chiocchi, CEO of Outward Media, interviews Dave Nugent, Executive Vice President of Fusion92. Their conversation spotlights how data and identity technology are radically reshaping B2B marketing. Dave breaks down the importance of integrating B2B and consumer data, the growing power of identity graphs, and the evolving role of AI in building targeted, measurable campaigns that reach decision-makers across channels.
The New Rules of Engagement: Identity Graphs & Data Integration
Dave emphasizes that the most effective B2B strategies today go beyond firmographics. By integrating business and consumer data, marketers gain a fuller picture of their targets—understanding not just roles and responsibilities but personal behavior and preferences. Identity graphs amplify this approach, linking fragmented data to form a unified customer view. This enables campaigns that can reach business leaders in non-traditional ways—through digital platforms and even direct mail at home—expanding touchpoints and improving ROI.
Fusion92’s approach also includes layering in intent signals to prioritize prospects who are actively researching solutions, allowing for more accurate segmentation and faster conversion paths. Dave stresses that combining traditional B2B attributes with behavioral cues is a game-changer for targeting with precision and driving performance.
AI, In-House Data, and Future-Focused Campaigns
Looking ahead, Dave highlights AI as a major driver of content and message optimization. As performance data streams in, AI can automate creative adjustments in real time, increasing engagement and shortening sales cycles. He also points to Fusion92’s in-house data capabilities as a strategic advantage, giving them tighter control over insights and analytics. Rather than simply delivering data, the firm builds value-added solutions—turning raw information into marketing intelligence that drives results.
Dave’s philosophy is clear: data only becomes powerful when used with creativity, integrity, and a clear focus on the client’s business outcomes.
In summary, this episode is a must-listen for B2B marketers looking to future-proof their strategy. Paula and Dave unpack actionable tactics and highlight the tools that are defining modern marketing success—from identity resolution to AI-led optimization.
Key Episode Highlights
Integrating B2B and consumer data helps marketers understand the full profile of decision-makers for more targeted engagement.
Identity graphs allow B2B companies to reach executives via B2C channels—like social media and direct mail at home—with personalized messages.
AI-powered optimization is transforming campaign performance by adapting content and creative in real time based on data insights.
In-house data capabilities give Fusion92 a competitive edge in crafting customized, insight-driven strategies.
Intent signals help prioritize high-value leads, resulting in more efficient campaign spend and faster sales conversions.
About Dave Nugent
Dave Nugent is the Executive Vice President of Data & Analytics at Fusion92. With a proven track record of transforming data into strategic assets, Dave leads innovation at the intersection of data science, technology, and marketing. His focus is on helping brands build smarter, scalable campaigns powered by actionable insights.
About Fusion92
Fusion92 is a modern marketing agency that helps brands create marketing that matters. With deep capabilities in data, technology, and creative, the agency specializes in delivering end-to-end solutions that drive measurable growth for B2B and B2C companies alike.
Links Mentioned in This Episode
👉 To explore more about how data-driven strategies can elevate your B2B marketing, visit Outward Media.
🎙️ Are you a bold thinker in marketing and innovation? Apply to be a guest on The Marketing Vanguard podcast.
Link to this episode: https://player.captivate.fm/episode/2fa739da-beff-4818-a281-de6f67692140/
