Data is only as valuable as the strategy behind it.
Many of our partners are growth-stage and enterprise B2B teams who are swimming in platforms – CRMs, MAPs, intent tools, adtech – and still struggling to answer basic questions like:
“What’s working?”
“Who are our best accounts?”
“What should we do next?”
The issue isn’t the data. It’s the lack of a strategy that connects it all.
Data Strategy = Better Marketing, Not Just Better Dashboards
Too many marketers inherit disconnected systems, messy pipelines, and dashboards full of metrics that look impressive but don’t help them act.
A data strategy changes that.
It aligns your marketing goals to the data infrastructure, definitions, and processes you need to support smart decisions, and prove impact.
What Goes Wrong Without It?
Without a clear data strategy, organizations often face some version of this:
- Leads routed to sales with zero context
- Attribution debates that stall budget decisions
- “Marketing influence” metrics no one trusts
- Disparate tools with no source of truth
The result? Lost revenue, wasted effort, and growing frustration between teams.
The Role of ETL: From Noise to Insight
Here’s where our team leans in hard.
We implement ETL pipelines – Extract, Transform, Load – that bring structure and sanity to your data stack.
Extract from Salesforce, HubSpot, Marketo, LinkedIn Ads, 6sense, etc.
Transform that mass of data into clean, standardized fields: job titles, funnel stages, firmographics, campaign IDs, sectors, etc.
Load into your BI layer or back into operational systems, where marketing and sales can actually use it.
It’s not glamorous. It’s not always visible. But it’s the engine that powers smart strategy and scalable growth.
Our Implementation Blueprint
At Ones & Heroes, we follow a proven roadmap to take clients from data doubt to data confidence.
1. Start With Strategy
We don’t lead with tools, we lead with business questions:
- What’s your ideal outcome for marketing attribution?
- What reporting actually changes how you invest?
- Who needs to trust the numbers, and why?
This step aligns executives, revenue teams, and marketing ops before a single pipeline is built.
2. Audit Your Ecosystem
We map out:
- Source systems (CRM, MAP, ABM, analytics)
- Data bottlenecks and duplication
- Gaps in field alignment and definitions
Our audits often reveal invisible blockers – like how “industry” is defined six different ways across the stack.
3. Architect ETL With a Purpose
Our team builds ETL processes using modern tools (e.g., Fivetran, Stitch, Airbyte, DBT) to:
- Harmonize contact and account data
- Normalize funnel definitions and attribution rules
- Enable segmentations for campaigns, scoring, and reporting
It’s not just about moving data, it’s about structuring it around your business.
4. Enable Use, Not Just Views
Pretty dashboards are useless if no one believes them.
We help build reporting that:
- Ties campaigns to pipeline and revenue
- Illuminates buyer journeys across channels
- Surfaces next-best actions, not just lagging indicators
It’s not just visibility, it’s usability.
5. Maintain and Evolve
Data strategy isn’t static. Markets shift. GTM models evolve. New platforms get introduced.
We stay engaged to:
- Optimize pipelines
- Recalibrate logic and KPIs
- Train teams on reading and responding to insights
We’re not a one-and-done vendor. We’re your data partner.
Final Thought: Your Data’s Not Broken—It’s Waiting for Strategy
The best B2B marketers aren’t drowning in data. They’re driving decisions with it.
A data strategy doesn’t just help you report better, it helps you market better.
