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How B2B Organizations Are Seeing The 360-Degree View Of The Customer Take Shape

Allen Pogorzelski 1 2 1Over 20 years ago, the elusive “360-degree view of the customer” was a value proposition in datasheets from just about every Customer Relationship Management (CRM) software suite provider and data warehousing vendor. Over time, marketers have tried to keep their categories fresh by renaming them and adding new capabilities. Decision support systems became business intelligence solutions and data warehousing solutions morphed into Customer Data Platform (CDPs). With the evolution of all these systems and all these new capabilities, have most companies achieved his 360-degree view?

GDPR Countdown: Experts Sound Off On Last-Minute Preparations

The countdown to the General Data Protection Regulation (GDPR) compliancy deadline is on. In T-minus 35 days, any company that has business relations with residents in the European Union is required to be GDPR-compliant — all in an effort to give EU citizens more control over their personal data.

Poll: Only 43% Of Marketing, Sales Reps Aware Of GDPR

1gdprOpenprise, a data orchestration platform for marketing and sales, unveiled new poll data that shows only 43% of B2B sales and marketing professionals are aware of the General Data Protection Regulation (GDPR). The poll shows that companies with EU data in their database indicated a higher awareness for GDPR at 72%. However, only 60% of these companies indicated that they had a framework to ensure GDPR compliance.

Leading Execs At Oracle’s Modern Marketing Experience Event Share Perspectives On “The Power Of Insight”

One of the key themes at Oracle’s Modern Marketing Experience event taking place in Las Vegas this week is around data-driven marketing and the power of insight to know every customer.

To gain further insight into how the “power of insight” is impacting today’s B2B marketing campaigns, I reached out to several speakers and sponsors at the event to ask them to share their perspective. As you’ll see, many pointed to emerging technology like AI, but others pointed to data and intelligence around buyer preferences.

Here is what they had to say:

Aaron Dun, VP of Marketing, SnapApp1adun

Deep insight allows marketers to truly engage with the buyer and create meaningful conversations, transforming from a static one-way information push to a two-way, engaging experience that will resonate with prospects.  

1pisaacson

Peter Isaacson, CMO, Demandbase

AI plus ABM turns data into insights into action for B2B marketers.

 

1cridgeCaitlin Ridge, Director of Marketing, Lattice Engines

There is a wealth of new information available to B2B marketers every single day. The marketers who are able to lock in on the data that matters most and, in turn, use that insight to have more contextualized, targeted conversations with high-impact accounts and leads, will have greater success meeting their customers’ specific needs and convert more prospects into happy customers.

1aespoAlicia Esposito, Content Strategist, Demand Gen Report

Research shows buyers want content customized by industry, role and specific pain points. And once that targeted content is created, brands can use data to understand what topics resonate, and what formats they prefer, so they can create more relevant experiences and make more informed marketing decisions.

Allen Pogorzelski, VP of Marketing, Openprise1apogo

The Power of Insight means the end of generic nurturing tracks and "spray and pray" marketing—and not a moment too soon! Knowing who I am and what I need right now as a prospect is the only thing stopping me from meeting your unsubscribe page.

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