More channels mean more customer analysis, writes Jasper Bell, strategy consultant at Amaze. Instead of stalling in analysis paralysis, however, B2B marketers should prioritize micro-market analysis. One chemical company found that sales teams had been dispatched to U.S. counties with few growth prospects, and rectifying that, the company increased its new account sales 15% to 25% in one year. "Micro-market analysis principles could just as easily be applied to using data to optimize your best performing marketing channels," Bell writes.