Globalisation has changed the way people do business. In globalisation, the internet is the primary channel of communication between the business entities and customers. There are a few occasions when you come face-to-face with your customers. Otherwise, the dealings are online. Under such circumstances, it becomes essential to maintain customer data and analyse it on a continuous basis thereby giving birth to a new concept known as ‘customer data platform.’
In simple words, we shall define a customer data platform (CDP) as a real-time unified customer database accessible to other systems. The role of the CDP is to pull data from multiple sources, clean and combine it to create a unified customer profile. You need to update this profile on a real-time basis to create segmentation for personalised marketing.
CDPs have great significance in both the B2C and B2B marketing. We shall concentrate on the CDP attributes in the B2B category. Here are some CDP tips for B2B marketing. · Integration of data Integration of customer data from multiple sources is the starting point for the creation of any CDP. The best sources of data in B2B are various platforms such as Customer Relationship Management, marketing automation, product usage data, support ticketing system, and the financial platform. There are some other avenues such as calendar data and email details of sales personnel.
Procuring customer data should not be a problem because you have data warehouses such as Amazon Redshift and Snowflake. Systems like Salesforce also allow you to use APIs to export data. · Organising data
Collection of data is easy. It is a challenging task to organise the data. It is an essential aspect of customer marketing analysis. To coordinate data from multiple sources, you should have a 360-degree vision of the customers. Organising data is vital to avoid duplication. As you extract customer data from the individual CRMs, you can find them having multiple accounts that need elimination. You need the services of a capable IT team to collect and assimilate data from various sources. Secondly, it requires continuous maintenance. · Analysing your data Analysing your data becomes easy when you have the requisite data in place. As you have the 360-degree view of your customers, it becomes easy for you to distinguish the attributes of the customers that are good for sales metrics like new bookings, renewing, and upselling the existing bookings. You can also use this 360-degree view to determine the customer lifecycle marketing.
The CDP allows you to concentrate on attributes like engagement with marketing campaigns, product usage, and determining the volume of sales and so on. In other words, you get a complete picture of your customers that can be helpful to your business. · Use the Data The most important aspect of B2B marketing is to use the data that you have meticulously organised. The best way to do so is to push the leads and contacts back to your CRM. It will help you to provide real time information to your sales team whereby they can accurately focus on the customer’s wants.
The CDP also allows you to adjust by slicing data to suit your campaigns. It also allows you to automate reports thereby enabling you to gauge the performance of your business.
We have seen four important CDP tips for your B2B marketing campaigns. It is essential to update this information on a regular basis so that you have real-time data on your hands.