The key success factors for choosing your lead & customer data platform
Best-in-class Lead & Customer Data or Identification Platforms are rapidly evolving and can be characterised by some key components.
Successful marketing is responsive to customer journeys. The solution involves “connecting the dots” which means using software which makes customer journeys visible.
Currently, in most B2B scenarios, customer and buyer journeys are conducted almost entirely online. Most of the journey has been completed before a potential customer even seeks contact with the seller. In spite of this, every company wants to identify potential customers as quickly as possible during the buyer and customer journey.
The more complex the purchasing process, the more people are involved in this customer journey. Identifying and tracking as many events as possible by all people involved is critical for understanding and influencing this journey.
“Connecting the dots” applies specifically to B2B customer intelligence. In order to do this in a meaningful way, you need to identify and track as many of the “dots” (or data) as possible. These “dots”, or events, are also known as touchpoints. Examples ar pageviews, downloads, mail read & opens, mail clicks, registrations, mailings, logins, traffic campaigns, etc. This is where the value of a Customer Data Platform (CDP) comes in.
We have developed a White-paper that can help you choosing your CDP by looking at these key factors:
- Create a Single Customer View
- Identify Companies AND persons
- Control and Own your (Big) Data.
- Keep it relevant, limit your options
- Adapt the Solution to your Organisation, not vice versa
- No Limits: open, accessible, let the data work for you