Customer data systems are gaining momentum in the environment of marketing technologies. Marketers and brands may witness steady growth in customer data systems in the year to come.
A CDPs main functionality focuses on collecting a range of data from 1st to 3rd party, from various touchpoints within the customer journey. The customer data platform gathers and stores the data in one central location. Then, it creates a singular customer view for ease of access for users. Data collection can enable marketers to have a more accurate insight into their customer behavior and ultimately have the potential to deliver more meaningful and customized content based on this data.
Adobe has just announced its intention to create a CDP for B2B (business to business) customers. In this key market area, this kind of data consolidation had lacked until now.
Brian Glover, Adobe’s Director of Product Marketing with Marketo Engage, leads a team of experts for this product launch. He has reported that the sales, especially B2B sales and marketing teams, will be more complex and recommend brands to consider leveraging customer data platforms.
He has also claimed that Adobe has spent the last few years in Marketo Engage integration across Adobe Experience Cloud. Adobe is developing a new range of B2B offerings to expand its Adobe Experience platform. And the first offering as part of this improved Adobe Experience Cloud is the B2B CDP offering., as he quoted to TechCrunch.
The unique challenges modifying a CDP for B2B sales are that they often involve buying groups, requiring customized messages for different people depending on their role in the process. Unlike an individual consumer, usually knowing what they want before beginning the customer journey, a B2B sale is usually more complex and involves various procurement levels.
According to Adobe, achieving sales at this rate can be possible by implementing the same customized messaging efforts you may employ to win individual deals. Both B2C and B2B companies and marketers may face the same siloed data challenges across diverse platforms within their organizations. However, they can overcome such challenges with a customer data platform.
In the B2B marketing landscape, the complexity of buying accounts will add another layer to the challenge of data management. Ultimately, marketers need to build connections with their customer data. Additionally, marketers also need to connect the client account data to collate the two sets of data, as Glover added.
By connecting the different sets of silos data, marketers can create a unified profile of their customers through various customer lifecycle stages. Later, they can start piecing together all the data sets for the entire account. Brian Glover rightly remarks that a CRM cannot perform this kind of complexity, and it requires a specialty tool such as a CDP to support B2B sales and marketing.
Adobe is working with early-phase customers for this product offers. You can expect Adobe to launch the beta version before the end of next month.
