Customer data platforms were originally designed with B2C marketers in mind, so they don't cater to the unique needs of B2B marketers. In B2B sales and marketing, you need to know who your best customers are, understand your sales whitespace opportunities and be able to seamlessly activate across both sales and marketing processes to personalize the end-to-end customer experience. You need to qualify, prioritize, segment your inbound demand and match them to accounts to optimize your funnel conversions. In addition, you need to get insights and AI capabilities to promote customer personalization and consistent omnichannel marketing. A solid B2B CDP should be able to do all of this and it should help eliminate data silos, compiling everything into a unified company and persona buyer profiles to be accessed by essential departments, including sales, customer support, and marketing.
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