More organizations have implemented CDP in the past year and these platforms can help bridge the gap between marketing and sales, especially in the B2B domain, where contacts and customer data can be confusing and take longer than their peers.
Joel Eaton, data architect at Red Hat, an open-source enterprise software entrepreneur, spent time with MarTech, focusing on CDP technology and showing how it can facilitate communication and data exchange between marketing and sales teams.
Because B2B marketing is more complicated than B2C
According to Eaton, Red Hat does not use CDP but evaluates it.
“For a typical B2C eCommerce retailer, CDPs can work very well and solve many problems instantly,” explains Eaton. A CDP can consolidate its customer data on a universal platform. Unify and personalize the customer experience across all digital and marketing areas, including sales and after-sales service, customer service, etc.
What works for this classic B2C use case is that the person who finds the system as a customer is also the person making the purchase. Ecommerce customers have a shorter sales cycle than typical B2B purchases, and the complexity lies mainly in the number of channels that lead a single user to reach the top of the funnel. CDP combines these commitments into one profile.
For B2B marketing, the sales cycle is split between the different decision-makers in an organization. Or, conversely, a single point of contact within an organization can perform a dozen different functions or functions, many of which do not apply to the commercial product or service with which a retailer wishes to contact them. The person can be directed to different accounts and depends on the marketers and the systems they use to keep things in place.
“These accounts are not all the same. “They are owned and managed by different teams and cannot be effectively combined in the same way as a [cpnsumer] profile.”
Bridging the gap between marketing and sales
It’s easy to imagine an organization’s sales and marketing team holding a meeting about a new customer or prospect. The people in the room discovered within an hour the most important contacts they had established and developed a strategy for the next steps. But it just doesn’t work on a large scale. The sales and marketing engineer must know the history of all contacts and contextualize all this data so that it can be triggered by sales and marketing.
“Different teams in your organization may have a relationship with the same person, but they think differently,”
Additionally, Eaton insisted that the marketing and sales teams have different perspectives and use different languages. This is especially true of the digital domain, which actually consists of two separate domains: the sales domain and the marketing domain. To share data between these domains, it must contain the correct context.
For example, Eaton pointed out that a “contact” is usually a user with an email or social media account who contacts the organization. However, in the sales domain, a contact is a person who knows an active customer account.
“I can’t just start sending data between our domains without making sure the data producers and consumers know exactly what they’re sending and what the other party is receiving,”
He added: “[As a reseller] you don’t send your leads from a marketing management platform to a CRM for sales. You prefer to send leads outside the domain boundaries.”
Use the settings to control the data flow
According to Eaton, CDPs are creating a new paradigm for converting data into marketing legislation. To take advantage of this opportunity, members of the sales and marketing teams must follow certain guidelines for defining their data.
1. Define your data in terms of limits. Marketing to sales guidance should include information relevant to the sale. What data are sales looking for?
2. Apply the same power update settings. When marketers get contact information from ads, landing pages, social media platforms, and other sources, they need to clearly define the data for all domains.
3. Keep the data as-is. Each data field must describe exactly what the data is, without omitting anything. The field for a phone number, for example, must be defined without mystery. It is not just any number, it is a “landline number”.
Use clear definitions to promote privacy. An ambiguous status field can be misinterpreted in terms of sales or marketing. Instead, the data associated with a particular customer at a CDP should have no doubt that the individual has given up or agreed to continue sharing the data.
“CDPs are ideal for discussing customer data early in the funnel,” said Eaton. “But to recoup our marketing investment, it’s important to know and understand exactly what data flows into other contexts. To do this, you need to control customer data at the source, a problem for which CDPs are created.”
6. If you are unable to control the flow of your data, you will lose your investment. CDPs can help protect investments by narrowing the gap between marketing and sales teams.