Categories: Customer Data Platform,
How well do you think you know (and understand) your target audience? Most B2B marketers would like to believe they have a pretty good idea of their audience, but if that’s true, then why are only 29% of B2B customers fully engaged with the companies with whom they do business?
If these statistics sound dismally familiar, it’s time to reassess your customer understanding so you can boost engagement and get your sales figures moving in the right direction.
5 Tell-Tale Signs You Don’t Know Your B2B Customers
There are several red flags to help you identify issues with your marketing and sales. For instance, you may notice a high turnover rate or sales volumes lower than you’d like.
The question here isn’t about your people, but the processes you’re implementing.
Here’s one way to tell if it’s time to change up your methods:
- Your content talks about “we” and “us” instead of “you” and “yours.”
- The last time you updated your buyer personas was six years ago.
- You’re using assumptions to guide marketing decisions instead of data.
- Your content lacks empathy for the intended audience.
- You care more about the process than the people (your customers).
It’s time to develop a customer-centric approach for your B2B marketing, and what better way to do so than with a unified customer profile (UCP)?
What Is a Unified Customer Profile?
A UCP is shared by all departments in your organization. It provides relevant information about your existing and target accounts so everyone can understand their role as it pertains to customer-centric activities.
How is this UCP created? It requires gathering sufficient amounts of data from both internal and external sources about customers and customer interactions. It is based on how customers engage with your brand across multiple channels and touchpoints, of course. But, today’s technology makes it possible to pull information from other sources to enrich that data and provide an even more nuanced view of customers, a unified view that incorporates all known data about customers into one centralized profile for consumption within your organization.
You may be thinking that creating a UCP would be incredibly difficult, time-consuming, and labor-intensive, but it does not have to be that way. A customer data platform powered with AI technology and machine learning capabilities like Leadspace enables organizations to quickly zero in on their target audience, create accurate UCPs, and craft marketing strategies that hit the mark and move the needle on sales.
The Benefits of Using a Unified Customer Profile
An accurate UCP eliminates much of the hit-or-miss nature of marketing. With a data-driven approach to understanding customers, the result will be a profile that informs your marketing decisions, points you in the right content direction, gives your sales team the right resources to use to convert leads, and arms your customer support specialists with the right answers for common customer questions and concerns.
All of this creates the ultimate customer experience because your process focuses on personalization at scale. With that comes an uptick in customer satisfaction, higher retention rates, and a boost in revenue.
Finding the Best Technology to Develop Your UCPs
B2B companies rarely lack data. However, they tend to lack a way to analyze and make use of it in a meaningful way. For that reason, their UCPs may be lacking in nuance and accuracy.
With the right customer data platform, B2B companies can quickly develop unified customer profiles based on historical data gathered in the platform, coupled with data pulled from external sources to complete the customer picture. With this enhanced view, your teams can focus on attracting more clients with higher odds of converting and sticking around for the long-term.
Leadspace is a CDP that does more than unify customer data. It leverages AI to turn customer data into UCPs. The platform also offers scoring models to identify the best leads and intent signals to help you identify when and where to take action.
To learn more about how to use UCPs to connect with your customers, download the infographic “Reaching the Connected B2B Customer” today.