How Marketers leverage CDP for Customer Success

How Marketers leverage CDP for Customer Success

In the wake of the pandemic, the commercial world is filled with uncertainty. Several businesses, including small to large scale, are constantly looking for methods to survive in this challenging period. More than ever, organizations are pushed to be more efficient and productive in landing lucrative customers and boosting conversation rates. These approaches will eventually lead to  CDP Customer Success. 

Leveraging CDP (Customer Data Platform) is one of the potential to support the objective. CDP acts as a crucial part of account-based selling, encompassing marketing, lead conversion, sales, and customer success. 

Here’s a comprehensive insight into the various segments, including potential areas where CDPs can add value, key features, and the CDP maturity model. 


CDP Customer Success

Areas Where CDP can add value to the relationship

With so many data tools available in the market, marketers may need a CDP for various reasons. Below are some of the common reasons organizations and marketers may need a CDP and how they can benefit. 

  1. Single solution for MarTech fragmentation: With several marketing technology investments in line, these systems are isolated. A CDP can turn out to be a single integration point and act as a future marketing tool. 
  2. Data-driven marketing: In recent years, customers have become active in multiple channels. Unlike the traditional system where customers interact with a brand through a single channel, now customers have started communicating through other mediums. Comprehensive and unified customer profiles can highly benefit the omnichannel campaign. 
  3. Personalization: When marketers look at various approaches for providing real-time personalization to clients, CDP can help them with appropriate capabilities to segment and take proper action on their behavior and personae. Furthermore, with good insights on the number of visitors and the information about the customers visiting the website, marketers can provide a personalized experience on the website as well. 
  4. Increased marketing ROI: Since the CDP supports the marketers with the right ability to segment the audience in a more focused approach, the ROI by leveraging the potential of online marketing can be significantly increased. When these CDPs are effectively integrated with DMPs, people can get more insights by integrating the 1st and 3rd party data that leads to a substantial increase in online marketing effectiveness. 
  5. Comprehensive customer insights: By mining data about the visitors and their behavior across the channels, with providing significant insights on the customers. With these insights, marketers can test various approaches and get better results making marketing campaigns more agile.  

Key Features of a CDP Platform

CDPs are an innovative software solution that is creating a real splash in the marketing and sales sector. The CDP plays a significant role in collecting, unifying, and aggregating the consumer data available. This typically means that multiple data types across several touchpoints are gathered. The types of user data collected and organized are: 

  1. Identifying Data – Names of stakeholders and accounts, demographic details, addresses, etc.
  2. Descriptive Data – In-depth data on stakeholders, career information, interests, etc.
  3. Behavioral Data – transactions or Interactions with the brand, email conversations, website visits, phone calls, abandoned carts, etc.
  4. Qualitative Data – How individuals got to know about your brand and what their opinions are, etc. 
  5. Quantitative Data- These data types include Email communication information, Transaction information, customer service information, and online activity. 

CDP Maturity Model

Unified Customer Data

A huge part of the marketers is currently responsible for synchronizing data from several sources and organizing it in a specific way that provides insights on customer behavior. A CDP takes the responsibility of automating the process and letting the marketers focus on creating effective marketing strategies. 

Actionable Customer View

A CDP provides an accurate, comprehensive, and persistent customer profile that brings more engagement. It also organizes the raw data in a more actionable and meaningful way for marketers to make an efficient and informed decision. With an actionable customer view, the system minimizes inaccuracy, redundancy, and excellent services to maximize any marketing strategy potential. 

Outbound Media Optimization

This CDP stage involves personalizing, triggering, and pushing messages to customers through owned media channels like direct mail and email other contact centers. Handling outbound media channels and optimizing them is the most sensible approach as they are proven to be an easy way to drive more responses and engagement. 

Digital Media Optimization

This is the next stage where surfing the analyzing the first-party data, and defining the target audience occupies a significant role. These insights are then used to drive smart targeting of off-site and paid digital media activities. With real-time decisions and context on top priority, customer insights can drive more innovative activities. 

Owned Media Optimization

Owned media optimization is all about boosting personalized real-time digital experience with respect to customer activities. It also supports in attaining a seamless integration between content marketing and eCommerce. The best example is dynamic merchandising based on on-site navigation, search terms, and conversion events. 

This stage in the CDP model emerged through solid research. Over 91% of the CDP owners tend to integrate their eCommerce stores with their content hubs and prominent websites. 

Cross-Channel Orchestration

Cross channel orchestration is the next stage that brings together all the previous stages to deliver a seamless online and offline experience. 

Advanced Analytics

Advanced analytics is the final stage that brings a new level of sophistication, intended to increase the scale, speed, breadth, and precision of the marketing campaign. Segmentation and personalization are driven in real-time through artificial intelligence and machine learning rather than simple rules created by humans. 

Stages 2 and 7 focus entirely on the data insights and analysis, while stages 3 and 6 are all about activation. Overall, these abilities make the CDP a most sought-after solution for deeper insights and enhanced abilities to deliver the best experience as an outcome. This was all about CDP Customer Success. 

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