Actionable Insights for Marketing: How Smartcore Lead Insights Drives Smarter Decisions in B2B Food and Nutrition 

Marketing success depends on more than collecting data—it’s about making sense of it and knowing what to do with it. This is especially crucial considering today’s competitive B2B digital landscape. Campaigns, content, and channels all generate metrics, but turning that noise into clarity is where growth begins. 

For marketing teams in the food and nutrition industry, understanding which campaigns resonate, which audiences engage, and which messages convert can transform marketing from reactive to predictive. HubSpot’s 2025 State of Marketing report explains that 35% of marketers said using data to inform marketing efforts has become more important in the past year.  

In this blog post, we explore how actionable insights from data empower marketing teams to create smarter, more targeted campaigns that generate measurable engagement and more pipeline—and how Smartcore Lead Insights turns scattered data into strategy. 

Who are we? An Informa Markets brand, Smartcore is your best-in-class B2B food and nutrition marketing solutions partner and the official digital marketing provider for exhibitors at Vitafoods Europe and Fi Europe. We help ingredient suppliers boost visibility and reach their buyers, nurture them across their buying journey, and drive business growth. Our invaluable first-party data of 409,000+ buyers, data-driven insights, and specialised digital content channels and solutions set us apart from the rest. Download Smartcore's 2025 Digital Media Kit.

What Are Actionable Insights?

Actionable insights are the ‘so what’ behind your marketing data. They turn clicks, downloads, and impressions into meaningful guidance, showing not just what happened, but why it happened and what to do next. 

While traditional analytics stop at metrics, actionable insights connect behaviour and intent. They reveal whether a contact is discovering your brand, evaluating options, or showing strong buying signals—empowering marketers to fine-tune messaging, content, and timing.

In short, data informs, but actionable insights inspire direction. They move marketing teams from reporting performance to shaping outcomes.

Why Actionable Insights Matter for Marketing Teams

In B2B food and nutrition marketing, audience attention is scarce and competition fierce. Actionable insights help marketing teams cut through the noise, refine their focus, and deliver campaigns that resonate with the right buyers, at the right stage of their journey. The same HubSpot report states that the top reported advantages of using data to inform marketing strategy are reaching target audiences more effectively (35%), increasing the ROI of marketing efforts (34%), and planning media mixes more effectively (32%).  

Here’s what using insights to drive impact at every stage of the digital marketing funnel looks like for you:

• Sharper Targeting: You’ll be able to identify and engage buyers most aligned with your ideal customer profile.

• Stronger Engagement: You’ll be able to understand which topics, channels, and content types drive meaningful interaction.

• Smarter Budget Allocation: Think investment in the campaigns and platforms that generate measurable results.

• Enhanced Sales Alignment: Best of all, you’ll be able to pass warmer, high-intent leads to sales for a smoother handoff and improved ROI.

From Data to Direction: Actionable Insights in Practice 

Let’s see how this works in practice. Imagine this: it’s the week after an event (say Vitafoods Europe or Fi Europe). Your team gathered hundreds of high-potential prospect contacts. Some briefly visited your booth and enquired about your offerings, while others simply scanned product specifications, joined a webinar where your ingredient or product was featured, subscribed to your newsletter, or explored your listing in the exhibitor list on the event website. 

But as you know, not all interactions are equal. Actionable insights reveal the difference. By analysing behaviour patterns across online and offline touchpoints, marketers can distinguish between light engagement and strong intent. E.g. A buyer who repeatedly engages with content about plant-based proteins or functional ingredients is signalling specific interest. Another showing consistent engagement across multiple product areas might be a candidate for a broader nurturing campaign.

This clarity transforms how marketing teams allocate their energy, ensuring time, creative focus, and budget flow towards the audiences and actions that ultimately deliver the biggest return.

How Smartcore Lead Insights Transforms Marketing Decisions

Built specifically to address challenges faced by suppliers of ingredients and products in the B2B food and nutraceutical industry, Smartcore Lead Insights transforms complex buyer behaviour data into practical marketing intelligence. 

How? By gathering and analysing unique, high-quality behavioural signals, engagement patterns, and demographic data from across Informa Markets’ ecosystem – including physical and online interactions at Fi Europe or Vitafoods Europe, attendance to the Fi Webinar Series, Vitafoods Insights Webinar Series, content downloads across our industry-specialised Ingredients Network, Vitafoods Insights, and Fi Global Insights channels – it helps marketing professionals with clear insights to inform campaign strategies.

Here are some of the ways Smartcore Lead Insights can help your marketing decisions:

• Campaign Impact Tracking: Understand which channels and topics are performing best across key buyer segments.

• Content Intelligence: Discover what types of content drive engagement at each stage of the buyer journey.

• Buyer Intent Analytics: Identify emerging opportunities early by spotting engagement spikes and trending topics.

• Marketing-to-Sales Visibility: Seamlessly connect marketing insights to sales priorities, ensuring every lead is ready for action.

Marketing teams can finally focus on high-potential audiences, creating and delivering campaigns that convert. Rather than leaving marketers to interpret endless data points, Smartcore Lead Insights brings the clarity to act. It helps you refine strategies, strengthen audience engagement, and achieve better results.

Partner with us

Data is only powerful when it drives action. For today’s marketing teams, actionable insights are what turn scattered information into real strategy with measurable ROI. With our AI-powered lead intelligence tool, Smartcore Lead Insights, you’ll finally be able to connect the dots—transforming buyer signals into meaningful engagement and nurturing leads to closure faster. Why? This isn’t just another MarTech tool. It’s built specifically for the B2B food and nutraceutical industry, in direct response to challenges faced by companies exhibiting at our events.  

Ready to move beyond basic lead generation and act on real buyer intelligence? Book your 30-min deep-dive demo with Gregory Varghese, our Digital Sales Manager at Smartcore Lead Insights, Informa Markets. Let’s zero in on the buyers who matter most—together!