The CDP Institutes latest research indicates that 34 percent of B2B companies plan to start deploying a customer data platform (CDP) in the next year, compared with just 19 percent of B2C companies. B2Bs have significantly longer and more complex sales cycles that create huge volumes of data, and the relationship-driven nature of B2B business requires a persistent and holistic view of the customer across the entire customer journey.
Also, todays B2B buyers are changing the rules of the game. Accustomed to fast, frictionless, and personalized buying experiences in their everyday life as a consumer, they bring those high expectations to their roles as B2B buyers. They are technically savvy and comfortable engaging via digital channels, which means their data is scattered across different systems. Without unified customer data, its impossible for companies to personalize experiences with B2B decision-makers.
A CDP provides B2B organizations with the means to unify customer data and gain a complete view of customers. This unified data is the foundation for gaining insights, from better account segmentation to predictions about customer behavior, that drive intelligent and personalized experiences.
A CDP brings together customer data from all sources – CRM, ERP, email, website, POS, cases, partner systems, firmographics, and social networks like LinkedIn – and performs identity resolution at the contact and account level to generate unified profiles for individuals and accounts. The data combined with AI generates insights – accounts to target, content to share, products to recommend, and the best time to call. Insights are activated when they are integrated with business applications and tools like sales applications, marketing applications, workflow, and analytics. In todays fast-paced, competitive environment, a robust CDP is an essential tool for delivering personalized B2B experiences:
In order to deliver personalized experiences at scale, organizations need a foundation to better understand and engage their target customers. Microsofts CDP solution, Dynamics 365 Customer Insights, is a pre-assembled and ready-to-go CDP solution that helps B2B organizations achieve a 360-degree view of customers and deliver personalized omnichannel experiences, making B2B experiences as engaging as B2C experiences.
To learn more, read Digitally Transforming Customer Experiences.
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