Data vs instinct: Striking the right balance

B2B marketing is only becoming more complex. The pace is faster. The channels are broader. Expectations are rising. And getting a decision over the line is rarely straightforward.

Today’s buying journey involves large, senior committees — often ten or more people. Half of them sit at VP level. The CFO frequently has the final say. And before anything moves forward, consensus needs to be built across multiple stakeholders with different priorities and pressures.

That shift has changed what’s being asked of marketers. There are more perspectives to navigate, more expectations to manage, and more scrutiny on outcomes. The pressure to demonstrate value—and fast—is ever-present.

In theory, data should help. It promises precision, personalisation and proof, all vital in reducing uncertainty and building trust.

But more data doesn’t always make decisions easier. In many cases, it does the opposite. Too much information, or the wrong kind, creates confusion. It feeds doubt. And it can bring progress to a standstill.

How do we move forward with confidence, without being overwhelmed by the complexity we’re navigating?

We focus on the signals that matter. We make space for instinct. And we remember that while we may be selling to businesses, we’re still speaking to people.

When data helps, and when it hinders

Used well, data can be transformative. It helps you understand your audience more deeply. Target your spend more effectively. Adjust your message in real time. And build a business case that gets buy-in from the people who matter.

But used poorly, or indiscriminately, it becomes just another source of noise. Another column in a bloated spreadsheet. Another chart that makes you feel like you’re behind, even when you’re not.

The goal isn’t to collect more data.. It’s to use the right data, at the right moment, in a way that helps you act, not hesitate.

Start by asking:

• What decisions are we trying to make?
• What data will help us make those decisions faster, smarter, or with more confidence?
• And what data are we collecting just because we can?

If your data isn’t helping you do something differently, it’s not helping. And if your instinct is telling you something your data can’t yet prove, it’s worth listening.

We’re B2B — but we’re still marketing to humans

Being in B2B doesn’t mean your audience stops being human.

Even with the cleanest dashboards, it’s often your instinct that tells you when something isn’t right. When a message looks good in theory but won’t land in practice. When a campaign feels like it’s ticking boxes, but won’t change minds.

Gut instinct isn’t guesswork. It’s pattern recognition. It’s years of accumulated experience. It’s the quiet knowledge that builds over time — the kind that knows what will resonate, long before the data catches up.

This is where balancing instinct with insight becomes powerful. And where starting small can be your smartest move.

You don’t need to wait for the perfect data set. You need a starting point. Test something. Track what happens. Put measurement in place from the outset, so you can course-correct quickly and build momentum without taking on unnecessary risk.

This is how we approach it at Mahlab. When the path forward isn’t obvious, we use a decision-making framework to help us weigh what data we have, where the gaps are, and when to lean on instinct. It gives us the confidence to act without complete certainty — and the clarity to know when more evidence is needed. 

If you’ve got the right data points, use them. But if you don’t, trust your experience. Start small. Build the insight you need as you go.

Because we know that creative, emotive ideas, when paired with data-driven insights, make campaigns more compelling. Combining hard analytics with human intuition doesn’t just drive results, it earns attention, builds trust and creates genuine connection.

Data can tell us what and where. But it’s instinct that sharpens how and why, and that emotional intelligence is what allows us to truly engage the humans behind the buying decisions.

It’s not data vs instinct. It’s data with instinct.

Too often, this gets framed as a choice. It isn’t.

The best marketers aren’t purists. They don’t blindly follow their gut. But they don’t outsource judgment to a dashboard either.

Instead, they build a system that blends both. A process that makes room for experimentation, encourages intuition, and leans on the right data to support smart decisions.

Because clarity doesn’t come from hoarding information. It comes from knowing which insights to trust and what to do next.

Whether you’re launching a new strategy or reworking a tired campaign, here’s what’s worth remembering: 

• Use data as a guide, but leave room for experimentation
• Focus on the data that matters — don’t just add to the noise
• See data and creativity as partners, not competitors

Success doesn’t come from choosing between instinct and insight.

It comes from using both and knowing when to lean on each.