Pete Gillett: How to Use B2B Data to Improve Customer Engagement and Retention

Data has become the lifeblood of effective marketing as customer expectations rise and attention spans shrink. While consumer brands often invest heavily in data science teams to optimize every click and conversion, many B2B companies are missing out on the opportunity to use data to drive meaningful engagement and long-term retention.

“It’s a fascinating subject,” says Pete Gillett, founder and CEO of Zuant, a company specializing in real-time data capture and multi-channel lead management solutions. “Most B2B companies have barely scratched the surface of using data in their marketing. There’s such huge opportunity now, if you get it right.” With over four decades of experience in database marketing and CRM, Gillett has witnessed the evolution of B2B marketing from its analog roots to today’s data-rich landscape. For Gillett, companies that succeed in the years ahead will be those that elevate data from a passive record-keeping function to a strategic engine for growth.

The Evolution of B2B Marketing

Reflecting on the early days of database marketing, Gillett recalls a simpler, slower pace. “We only had a few channels. Trade magazines, direct mail, maybe a free phone number. Everything was lovely and slow,” he says. Leads could take weeks to filter to the sales team, and marketers relied on physical brochures and postage. Fast forward to now, and the digital ecosystem is more fragmented, complex, and brimming with data points. Yet, many companies haven’t adapted to the pace or scale of the transformation. “It’s a huge jump, which is why most don’t do it,” Gillett says.

Despite the abundance of marketing technology and platforms, he sees a recurring problem: data exists, but it isn’t being acted on. “We continually pressurize our clients,” Gillett says. “But I’d say 80% of B2B companies out there don’t properly track their leads. They might hand them off to the sales people, but they’re not analyzing which events generated the highest-quality leads or which channels converted best.”

Bridging the Sales and Marketing Divide

A major reason for this underutilization, according to Gillett, is the longstanding disconnect between sales and marketing teams. “Sales people often operate independently, viewing leads from marketing as unnecessary. And in return, marketing departments get frustrated that their efforts aren’t being followed up properly,” he says. The solution? Tear down those silos. “The modern business-to-business team should really just be under one umbrella: sales and marketing working together,” Gillett says. When both sides understand each other’s challenges and share common goals, data becomes the connective tissue that drives action.

Three Practical Strategies for Smarter Engagement

For companies looking to strengthen their data-driven marketing capabilities, Gillett offers three critical steps.

1. Start with a CRM data audit. “Take all your CRM data, clean it, de-duplicate it, and match it against industry classifications,” he advises. This foundational step reveals market penetration and helps businesses better understand where they stand and allow educated goal-setting.
2. Unify the sales and marketing teams. While hierarchy and structure may differ, alignment at the strategic level is non-negotiable. “Cut through that and create a management team where both functions have equal voice and shared metrics,” he says.
3. Implement systems that maintain consistent contact with prospects. Gillett points to what he calls the “20 percenters,” or leads that aren’t ready to buy today but show real potential over time. “It’s that solid gold most companies don’t have a system for. But digital marketing allows you to stay top-of-mind without overwhelming them.”

The Role of AI in the Future of Engagement

Gillett is especially bullish on artificial intelligence as a set of tools with real transformative power. “We found three massive applications for AI just in the last six months that will radically change our business,” he says. One of those applications is replacing traditional inbound call handling. Gillett explains, “Why do we still press numbers and wait on hold? AI can answer 95% of queries immediately and collect valuable data while doing so.” Still, he warns companies not to be distracted by surface-level AI tools. “It’s not about whether ChatGPT writes your emails well. It’s about deeper applications that genuinely improve the customer experience and operational efficiency.”

Staying Ahead

For companies wanting to stay competitive, Gillett recommends forming a dedicated task force to explore AI’s potential. “If you’re not already looking into this seriously, you’re falling behind,” he says. The tools are available, the data is plentiful, and the path to improved customer engagement and retention is clear, if companies are willing to align their teams, clean their data, and think beyond the traditional.

To learn more about innovative data-driven marketing  solutions, connect with Pete Gillett on LinkedIn, visit his website, or follow Zuant on Facebook and Instagram.