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Did you know that customer-obsessed B2B companies are 2x more likely to grow their annual revenue by at least 10 percent? When you look at the data — and more importantly the logic behind it — you’ll see why. 

Customers are loyal to brands that make them happy. By focusing on sales and marketing personalization, you can boost conversions and retain more accounts. 

Your customers want to know that you understand their business, its needs, and how your product or service can help them achieve their goals. So your content and salespeople need to be customer-centric to ensure each interaction is personable (and promotes engagement). 

How do you pull that off? 

It all begins with your data. But first, let’s take a closer look at what it means to have a customer-obsessed approach to marketing.

 What Is Customer Obsession, Anyway?

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For a long time, marketing was all about directing the customer through their journey. But today, that dynamic has almost been flipped on its head; the customer is in the driver’s seat. 

Your prospects and customers are more educated about their problems than ever before. If you can present a solution that resolves it, they’ll be more inclined to take you up on your offer. The same goes for your accounts. If you understand when and why to upsell and cross-sell, you’ll have a higher success rate. 

This requires having the right data and insights at your fingertips so your teams can make the best recommendations for content, products, and upgrades. 

For some businesses, this calls for a cultural shift, making the customer the core focus of the company. This way, every decision you make as a business is customer-centric. However, you won’t be able to achieve this without a customer data platform. 

More on that in a second. 

Let’s take a closer look at how a customer-obsessed company operates.

What Customer-Obsessed B2B Companies Do Differently

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Now, there are several things customer-obsessed companies do with their marketing automation. See if you’re on the same boat or still surfing against the wave. 

1. Your Marketing and Sales Are Insights-Driven

You have a CRM, DMP, and other data platforms to help collect and store information, but how do these tools assist with turning that data into something actionable?

Having critical insights and using them to gauge business direction and decisions is crucial. You can’t make moves without first looking at what the data says about what your accounts want. 

So what does “insights-driven” look like?

Well, to begin, you have to take the time to listen to the needs of your customers. You must also invest in people, programs, and tools to take that information and design an effective strategy around it. 

2. You Have a Complete and Holistic Account-Centric View

One of the dilemmas B2B companies face is not having a complete view of their accounts. This is, in part, due to not having the proper tools to gather and analyze data collected from first, second, and third-party sources. 

When you have an integrated, comprehensive customer data platform, you get all of this. Plus, you’re able to develop a complete profile for each account that’s accessible to all necessary departments. 

This 360-degree view allows your marketers, customer service, and salespeople to deliver stellar results. Marketing segmentation becomes more efficient, salespeople close more deals, and customer service satisfaction rates soar. 

3. You Don’t Have Siloed Platforms (and Departments)

This is something of which many companies are guilty — siloing data platforms and marketing automation tools and keeping key players out of the loop (i.e., your sales and customer service people). 

This is counter-intuitive because you need the data from your CRM to align with the data in your Marketing Automation Platform and other marketing channels for example. Then each department needs direct access to make customer-oriented decisions.

This will allow your marketing to see where leads are in their journey, what interactions accounts had with customer service, and so on. A collaborative setup will also bring together C-suite, HR, design, product, and other departments that aid in delivering customer-centric experiences to accounts. 

Customer Data Platforms Deliver on the Promise of Customer-Obsessed Marketing

The number of data sources B2B companies use has risen by a whopping 50 percent between 2017 and 2019 (according to a Salesforce report), and it’s only expected to rise. 

It’s fair to say there’s plenty of customer-centric data to collect. Again, you’re going to need a way to gather, unify, and analyze it all. Otherwise, you’re stuck with mounds of data that yields mediocre results, and you can forget about delivering a successful customer-obsessed marketing strategy. 

That’s where a comprehensive customer data platform (CDP) comes into the picture. With the right B2B CDP, you can gather, store, and analyze incredible amounts of data that you can then turn into actionable insights. 

Which CDP is best for your business? Fill out the short form below to get instant access to the Essential B2B Customer Data Platform checklist to learn about the features you should see in a cutting-edge B2B CDP.

Click here to access your checklist.

Once you understand the features for which you should look and determine which CDP will work for you, the next step is to learn how to use that customer data platform to streamline your efforts and achieve a 360-degree view of your accounts. Watch the webinar: The Secret to Customer Obsessed Marketing Ops to learn more.

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Jim Hopkins
Jim Hopkins

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