To gain valuable insights, data must first be free from organizational silos and poorly aligned data systems. And B2B marketers often actually possess far more valuable customer data than they realize, which unfortunately goes untapped or underutilized. Many have an opportunity to uncover the actionable customer insights they seek without making major new investments, simply by strategically leveraging unused (or underused) data currently residing in a vendor’s CRM files, website, ad servers, email platform, social listening tools and more.
To properly harness this data, B2B vendors should explore ways to overlay customer data collected from these various digital touch points. They should also introduce leadership initiatives focused on building and using a customer experience measurement framework that stretches across channels. Finally, they should put processes in place to bring data and insights to the business groups within the organization that can make the most of them.
By compiling the right customer data and putting it to work strategically, B2B vendors can deliver omnichannel marketing messages and purchase experiences that are more appealing and personally compelling to their customers. For further insights into how your business should shape its B2B digital transformation strategy, read the full report produced by eMarketer for Accenture Interactive here.
—Jason Michaels, Managing Director, Accenture Interactive