How to use marketing data to build credibility in a technical industry
If you’ve ever sat in a meeting with engineers, scientists, or the technical team and felt like marketing isn’t taken seriously, you’re not alone! It’s a common feeling among marketers in the science and tech sectors. In a world where evidence and precision are non-negotiables, marketing can often be seen as "fluffy." The good news is that you can shift this perception, and data is your strongest ally to make this happen.
Let’s talk about the power of data in marketing, what it takes to use it effectively, and how it can help you to build credibility and gain momentum in your organisation.
Data resonates in scientific and technical environments
In technical industries, data is the shared language. Scientists, engineers, and technically minded execs are trained to use, read, and trust data. So when you share strong marketing analytics with the rest of the business and derive clear insights from it, you’re suddenly speaking the same language, and you can start to build credibility.
The one caveat with showing off marketing campaign data to a wider technical team is that it must be solid, transparent, and honest. You need to show what’s working, but also what’s not working and what you’re doing about it.
When the marketing data you present to your colleagues passes scrutiny, the broader business starts to see marketing as data-driven, trustworthy, and proactive.
Three ways to build trust with data
It’s really important to report the full story, not just the wins. Your leadership team in scientific and technical companies expects full transparency. If a campaign underperforms, own the outcome. Explain what you learned and how you'll improve next time to demonstrate accountability.
When you report on website behaviour data or campaign metrics, you’re not just reporting numbers: you’re decoding behaviour. So explain what your data means but also tell them about your methods. How were leads tracked? What benchmarks are you using? The more you explain the how behind the what, the more credible your analysis becomes.
Use data to strategically push back. As a marketer, you’re often juggling input from many departments. It's tempting to run with every suggestion, but your best tool for pushing back with confidence is evidence. Say a team suggests a new direction you know won’t deliver. Rather than saying “I don’t think it’ll work,” bring data that shows why. The conversation shifts from opinion to analysis, and your influence will grow accordingly.
What this looks like in practice
You don’t need complex dashboards to start. Begin by:
- Reviewing your campaign data weekly by asking yourself: “What behaviour are we seeing?”
- Preparing a one-page summary each month outlining performance, learnings, and next steps.
- Sharing these insights consistently with both marketing and non-marketing colleagues.
Over time, these habits build a narrative your organisation can follow: one that connects marketing outcomes to business goals with clarity and confidence.
Final thought: evidence earns you a seat at the table
If you want your marketing department to be seen as strategic, talk about data in a clear and honest way with context-rich insights that show how marketing is learning, evolving, and delivering results.
Remember to start small. Report one campaign a little differently. Add one slide that shows how you collected insight. Tell one story backed by evidence and see how your influence begins to shift.
Looking for structured ways to build internal marketing credibility? Our programmes help marketing teams in science and tech use data to drive alignment, influence decisions, and deliver business impact.