Optimize Your Customer Data

It's in everyone's best interest to comply with data privacy regulations and afford your visitors the customer experience they desire. A big part of that, moving forward into the 2020's, is honoring their rights and preferences when it comes to customer data storage, processing, and use. Few marketing data systems, and very few CDPs, have built-in, easy to manage applications for customer data privacy management. Our CDP helps you comply with GDPR, CCPA and more by allowing you to manage data privacy throughout the customer journey.

It's to your advantage to combine data from multiple sources in order to fully understand your prospects and customers. First-party intent data, from your website, email, ads, and social sites, tells you how people engage with your brand. Third-party buyer intent data gives you insights into what they are doing elsewhere on the web, including engaging with content topics and competitors, attending events, following influencers, and more. Enrichment data fills or updates customer profiles to add context and accuracy. Ad performance data gives you feedback on campaign or channel attribution.

The problem with all of this data is that it comes from different sources and is often formatted differently or has inconsistent responses to the same questions. There may be duplicate contact or account records, or errors that need to be corrected. A CDP does all of this and much more.

Merging customer data from multiple sources adds new dimensions to customer intelligence, but it can be difficult to understand the relationships of data from different sources. That's why a single customer view is so important, to make sure that every type of data orchestration, from campaigns to individual email outreach to sales rep engagement, operates from a single, consistent data record for each customer or prospect.

That's one of the primary benefits of a CDP, merging all types of ingested customer data together into a single, accurate, complete customer record. This is also one of the main weaknesses of trying to use a CRM or marketing automation system as a "source of truth" for customer data, since most of them do not have the ability to automatically create single customer views from diverse data sets. Our CDP does this effortlessly.

The first challenge facing companies getting started with account-based marketing (ABM) is putting together an ideal customer profile and a list of target companies to focus on with account-based sales and marketing. Based on your criteria for ideal target companies, you can analyze intent data and find companies and their key contacts that match your ideal customer profile AND are currently active. A CDP makes this process easy and efficient.

You might be looking for an additional way to find high-quality pipeline opportunities and convert them into customers.

Using a CDP to combine third-party and first-party intent data helps you identify high-priority prospects and qualify them based on fit, intent, and engagement. You can create a scoring system that prioritizes and segments these leads for assignment to your sales team or for a variety of lead nurturing campaign types - all centrally orchestrated, across your various execution systems, from your CDP! 

By combining first-party, third-party, enhanced and campaign data in a CDP, you can understand which types of outreach are most effective for a matrix of personas, accounts, and buyer journey stages. By segmenting accounts and people, you can create customer audiences for paid media campaigns and design highly personalized advertising that reaches likely buyers when they are most likely to respond. A CDP lets you orchestrate all of that! Dynamically!

IntentData.io’s Contact-Level™ Intent Data delivers information on the actions buyers are taking in the marketplace right now - including stage in buying journey, competitor engagements, topics they're engaging with, events they're likely attending, buying team members, and more! Combining this information in a CDP with firmographic, demographic, and technographic data, you have all of the information you need to provide personalized content for your high-priority accounts and contacts, and you can do it all from a single platform, your CDP!