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Accelerate Revenue with a Customer Data Platform
The webinar discusses the importance of Customer Data Platforms (CDPs) for B2B marketers, highlighting their role in unifying data from multiple sources to improve customer interactions and campaign effectiveness. With the rapid increase in CDP investment, the document emphasizes the necessity for organizations to adopt these platforms to enhance data management and better serve customer needs. Key insights include the challenges marketers face with data accuracy and management, and the features that define an ideal B2B CDP.
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Introduces the webinar focused on using a Customer Data Platform for revenue acceleration, led by Dun & Bradstreet executives.
Highlights complexities faced by marketers, including manual efforts, disjointed channels, and disconnected data.
Discusses the rising importance of Customer Data Platforms, noting CDP spending tripled in 2019 to over $1 billion.
Outlines topics covered in the presentation including Forrester's research on CDPs.
Details timeline of Forrester's B2B marketing research from 2017 to 2019 focusing on CDPs.
Explains the necessity for CDPs due to low confidence in data accuracy and data management challenges among B2B marketers.
Describes what constitutes a B2B Customer Data Platform and its key functions for marketers.
Details initial use cases and benefits of B2B CDPs, including data integration and improved data quality.
Presents findings from Forrester's New Wave report on B2B Customer Data Platforms evaluation criteria.
Lists five traits of the ideal B2B CDP including data richness, channel agnosticism, and robust reporting.
Showcases how customers utilize Lattice as their CDP and improvements observed in B2B funnel metrics.
Discusses how to connect customer data across multiple sources using Lattice to improve marketing efficiency.
Profiles speaker Steve Scotkin, detailing his background and role in digital transformation at Thomson Reuters.
Presents Thomson Reuters' financial information and its transition from a product-centric to customer-centric approach.
Outlines Thomson Reuters' key corporate goals for revenue growth, customer focus, and digital experiences.
Explains the two pillars for sales and marketing transformation towards customer-centricity and the need for aligned processes.
Highlights the importance of actionable data and insights for marketing effectiveness and learning from experiences.
Concludes the webinar with thanks and provides resources for further learning on B2B Customer Data Platforms.
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Accelerate Revenue with a Customer Data Platform
- 1. Webinar: Accelerate Revenue Witha Customer Data Platform A Dun & Bradstreet Company July 23, 2019
- 2. JoiningYouToday Nipul Chokshi VP Marketing @nipulc SteveScotkin Senior Director, Marketing Technology Steve Casey Principal Analyst @caseysteve A Dun & Bradstreet Company
- 3. Marketers Struggle withComplexity MANUAL EFFORT TO LAUNCH CAMPAIGNS DISJOINTED PRESENCE ACROSS CHANNELS DISCONNECTED DATA TO EXECUTE CAMPAIGNS
- 4. Customer Data Platformsare a Top Priority “We’ve come a long way from ‘People who bought this, also bought that.’…The CDP makes it possible for enterprises to scale data-driven customer interactions in real time…It is an industry-standard concept.” Jun’19 CDP spend tripled in 2019 to over $1B. Jun’19Mar’19 “To serve customers better and boost profits…a critical first step is implementing a customer data platform, which can both scale up and deliver value fast.”
- 5.
- 6. 6© 2019 FORRESTER.REPRODUCTION PROHIBITED. Topics › Forrester CDP research › Why CDPs? › What is a B2B CDP? › Forrester New Wave
- 7. 7© 2019 FORRESTER.REPRODUCTION PROHIBITED. Tracking for nearly three years › 2017 • The Top Emerging Technologies For B2B Marketers (Apr) › 2018 • The Forrester Wave™: B2B Marketing Data Providers, Q3 2018 (Sep) • Predictions 2019: B2B Marketing And Sales (Oct) • Tech Tide™: B2B Marketing Technologies, Q4 2018 (Oct) › 2019 • New Tech: B2B Marketing Data Management Solutions, Q1 2019 (Jan) • New Wave: B2B CDPs, Q2 2019 (Jun) • CDPs Offer A Compelling Solution To B2B Data Challenges (Jul)
- 8. 8© 2019 FORRESTER.REPRODUCTION PROHIBITED. Why Customer Data Platforms?
- 9. 9© 2019 FORRESTER.REPRODUCTION PROHIBITED. “Only 12% of B2B marketers report high confidence in the accuracy of the customer data they manage.” Source: Forrester’s Q1 2017 International B2B Marketing Panel Online Survey
- 10. 10© 2019 FORRESTER.REPRODUCTION PROHIBITED. “84% of B2B marketers say data management is one of their top five weaknesses.” Source: Forrester’s Q1 2017 International B2B Marketing Panel Online Survey
- 11. 11© 2016 ForresterResearch, Inc. Reproduction Prohibited Clickers, not coders
- 12. 12© 2019 FORRESTER.REPRODUCTION PROHIBITED. “More than 70% of B2B marketers implementing a data management solution will choose CDPs over data lakes.” Source: Predictions 2019: B2B Marketing And Sales Forrester report
- 13. 13© 2019 FORRESTER.REPRODUCTION PROHIBITED. “Protracted development cycles, high costs, and unacceptably long response times for insights are hindering the adoption of internally developed data lakes. One-third of enterprises will take their data lakes off life support in 2018.” Source: Predictions 2018: The Honeymoon For AI Is Over Forrester report
- 14. 14© 2019 FORRESTER.REPRODUCTION PROHIBITED. What is a B2B CDP?
- 15. 15© 2019 FORRESTER.REPRODUCTION PROHIBITED. “B2B CDPs typically consist of a database that functions as a prepackaged data lake, advanced data integration and management capabilities to build unified customer profiles, and deep analytics for segmentation and reporting.” Source: Customer Data Platforms Offer A Compelling Solution To B2B Data Challenges Forrester report
- 16. 16© 2019 FORRESTER.REPRODUCTION PROHIBITED. B2B CDP Source: Customer Data Platforms Offer A Compelling Solution To B2B Data Challenges Forrester report
- 17. 17© 2019 FORRESTER.REPRODUCTION PROHIBITED. B2B CDPs: Initial use cases and benefits Integrating data silos B2B CDPs collect data from the multiplying systems of insight and engagement in the marketing technology (martech) and sales technology (salestech) ecosystem to create unified customer profiles. And they are moving marketers closer to creating that single source of truth that organizations have been chasing for decades. Improving data quality Unifying customer data in a central persistent repository improves the effectiveness of B2B CDPs' fundamental data hygiene practices (e.g., deduping, cleansing, and normalization). This is also more efficient than trying to optimize each silo. Connecting anonymous and known behavior Most B2B CDPs can gather behavioral data on an anonymous prospect and consolidate it into one known profile when a buyer finally reveals her identity. Providing a more comprehensive view of buyer journeys Occupying a position at the center of the martech stack — ingesting data from and feeding data to the user's systems of insights and engagement — allows B2B CDPs to create a holistic picture of buyer journeys and enables more comprehensive and accurate analysis, reporting, and attribution
- 18. 18© 2019 FORRESTER.REPRODUCTION PROHIBITED. How do today’s B2B CDPs stack up?
- 19. 19© 2019 FORRESTER.REPRODUCTION PROHIBITED. The Forrester New Wave™: B2B Customer Data Platforms, Q2 2019 › Questionnaires to more than 30 vendors › Invited 13 vendors: • Arm Treasure Data • BlueVenn • CaliberMind • Celebrus › Inclusion criteria: • Standalone solution • At least $1 million in B2B CDP revenue • Dun & Bradstreet • Evergage • FirstHive • Lattice Engines • Leadspace • Lytics • Radius Intelligence • Tealium • Zylotech
- 20. 20© 2019 FORRESTER.REPRODUCTION PROHIBITED. Forrester New Wave: B2B Customer Data Platforms, Q2 2019 Source: The Forrester New Wave™: B2B Customer Data Platforms, Q2 2019 Forrester report
- 21. 21© 2019 FORRESTER.REPRODUCTION PROHIBITED. Five Characteristics of the Ideal B2B CDP Data rich Augmentation and enrichment are fundamental requirements for successful B2B marketing and sales. B2B CDPs that support a wide variety of familiar third-party data types (e.g., firmographic, demographic, behavioral/intent, and technographics) can offer significant cost and operational advantages over solutions that do not. Channel agnostic The ideal B2B CDP provides B2B marketers with maximum flexibility through activation across a wide variety of channels with numerous options for each channel. Accessible to marketers A big part of the appeal of packaged data management solutions like CDPs to B2B companies is that many do not have strong data management or analytics skills or resources. The ideal B2B CDP should provide an intuitive interface for typical marketing users at midmarket companies and advanced tooling for data management and insights professionals at larger enterprises. Robust reporting CDPs with an enterprise orientation provide basic (if any) reporting and analytics capabilities because their customers export data from the CDP to purpose-built business intelligence tools for in-depth analysis by a team of data scientists. Forrester believes the ideal B2B CDP should also provide robust out-of-the-box reporting and analytics capabilities to meet the needs of the many B2B marketers without that option. B2B profiles Aggregating data, tracking behavior, and generating insights at the account and contact level have been table stakes in the B2B martech stack for years. And doing all of it at the buying team level is rapidly becoming the norm. Most CDPs with a B2C orientation lack this B2B-specific functionality.
- 22. Nipul Chokshi VP Marketing @nipulc ADun & Bradstreet Company
- 23. Our Customers UseLattice as their Customer Data Platform to Accelerate Digital Transformations... 2 Fortune #579 $10B – Fortune #285 $15B - Fortune #189 $7B - Fortune #389 $11B - Fortune #281 $5B $12B – Fortune #238 $161B - Fortune #9 $20B $178B - Fortune #8 $7B - Fortune #424 $10B - Fortune #295 $10B – Fortune #302 $9B – Fortune #325 $13B - Fortune #222 $111B - Fortune #22$126B - Fortune #16 $7B $7B – Fortune #420 $24B - Fortune #122 $21B - Fortune #144$24B - Fortune #121$41B – Fortune #77 $20B Annual Revenue $79B - Fortune #35 $62B Annual Revenue $52B - Fortune #58 $6B - Fortune #452 $6B – Fortune #490 $11B $12B Annual Revenue
- 24. ...And Measure ImprovementAcross the Major Metrics of their B2B Funnels 2 Faster Campaign Lead Times Lower Cost per Qualified Lead Greater Engagement More Pipeline Higher Deal Size Increased Quota Attainment 80% 2.3X 65% 3X 35% 3%
- 25. CONNECT ALL CUSTOMER DATA ConnectYour Customer Data CONNECT ALL CUSTOMER DATA CRM MAP WEBSITE VISITS PRODUCT PURCHASE HISTORY LATTICE DATA CLOUD 1
- 26. CONNECT ALL CUSTOMER DATA SimplifySegmentation & List Building SEGMENT USING ARTIFICIAL INTELLIGENCE CONNECT ALL CUSTOMER DATA CRM MAP WEBSITE VISITS PRODUCT PURCHASE HISTORY LATTICE DATA CLOUD 1 2
- 27. CONNECT ALL CUSTOMER DATA DeliverSuperior Customer Experiences SEGMENT USING ARTIFICIAL INTELLIGENCE ACTIVATE ACROSS CHANNELS CONNECT ALL CUSTOMER DATA CRM MAP WEBSITE VISITS PRODUCT PURCHASE HISTORY LATTICE DATA CLOUD SOCIAL SEARCH DISPLAY EMAILS SALES OUTREACH LIVE RAMP ORACLE DATA CLOUD 1 2 3
- 28. Steve Scotkin Senior Director,Marketing Technology Steve is a high-tech industry veteran with a unique blend of marketing functional expertise and technology leadership. He has led enterprise Marketing Operations, Analytics/AI and cloud data strategies for empowering Digital Customer and Marketing experiences. In his current role, Steve is driving Thomson Reuters’ digital transformation through an end-to-end Marketing Technology and data strategy for a modem commercial engine. Steve’s experience at Fortune 500 companies includes tenures at both Microsoft and Oracle in marketing operations leadership roles.
- 29. 29 Thomson Reuters FastFacts 2018 Revenues $5.5 Billion 3 Global BUs 1 BILLION people reached every day 140 countries 16 languages
- 30. 30 From Product-Centric… Finance &Risk Legal Tax & Accounting News
- 31. 31 …To Customer Centric LegalPros Corporates Tax Pros News Print Media
- 32. Key Corporate Prioritiesfor 2019 3.5% to 4.5% revenue growth by 2020 Unmatched customer focus End-to-end digital experience Increase sales effectiveness
- 33.
- 34. Establish common Foundation forSales and Marketing Enabling agility and insights for personalized buyer journeys Two Key Pillars to the Transformation
- 35. Establish common Foundation forSales and Marketing Enabling agility and insights for personalized buyer journeys Two Key Pillars to the Transformation
- 36.
- 37. 37 Who Aspire toCustomer-Centricity ABM Customer Journeys Personalization Dynamic Orchestration Connected Customer Experience Real-time
- 38. But Silos ofData Prevent Customer Centricity Sales Orders Subscriptions Revenue Product Usage CRM Marketing Automation Email Ads Web Sales
- 39.
- 40. Consolidate and Centralize Marketing Automationand CRM 1 Sales Orders Sales Orders Sales Orders Sales Orders Sales Orders Sales Orders Sales Orders Sales Orders Sales Orders Sales Orders Sales Orders
- 41. Create Centralized Platform forAlignment and Execution 2
- 42. Align Marketing Process andTaxonomy 3 Campaign planning and setup Standardized management Common lead flow process Consistent reporting and KPIs Data standardization, segmentation, targeting
- 43. 43 Data Foundation Customer Insights ConnectedCustomer Experiences
- 44. Establish common Foundation forSales and Marketing Enabling agility and insights for personalized buyer journeys Two Key Pillars to the Transformation
- 45.
- 46. 46 Agility through actionable data: Intentsignals and Predictive Insights Enrichment (known & anonymous) Signals and Predictions Outcomes Firmographics Account tenure, firm size Behavior Product usage, web research Prior Purchase Has Product X, Y, Z Spend Trends ACV Change YoY Leverage historical patterns and predict for company buying behavior Account RiskGenerated Pipeline Increased Engagement
- 47. 47 If you can’tmeasure it, you can’t improve it.
- 48. 48 Lessons Learned • It’sall about alignment (people, processes, data and analytics) • Begin with the outcome in mind • If the data isn’t right, nothing is right • Need actionable insights across the customer journey • Need for Speed: Think “Minimum Viable Product” • A few well-selected partners can accelerate Marketing and Analytics impact
- 49. THANK YOU! Learn More: • TheForrester New Wave™: B2B Customer Data Platforms, Q2, 2019 bit.ly/ForresterCDPWave • Why ABM needs a Customer Data Platform bit.ly/LatticeWhyCDP • CDP Success Stories bit.ly/LatticeCDPSirius • Playbook for ABM @ Scale with AI and Data bit.ly/LatticeABMAtScale A Dun & Bradstreet Company