How B2B Marketers Can Leverage Customer Data Platforms

Posted on by Chief Marketer Staff

B2B marketers can learn a thing or two from the B2C world’s experience with customer data platforms before adding one to their tech stack, according to a piece in AdExchanger. Following are the essential requirements for a CDP that are unique to B2B organizations—from being people-based to allowing for data flexibility to enabling multichannel orchestration.

People-Based Systems

Particularly when it comes to B2B companies, CDPs should be able to facilitate meaningful conversations with all people of interest to the organization, including customers, prospects and anyone who might become a customer in the future.

Flexible Data Capabilities

A successful B2B CDP will support custom relationships and hierarchies from your data. They should also allow for both anonymous and known profiles and multiple use cases, such as marketing, sales and service.

Data Unification and Orchestration

The CDP should be capable of cleansing first-party data, supporting third-party data and integrating engagement data from multiple touchpoints.

For more CDP requirements for B2B marketers, read on in AdExchanger.


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