Total Data Control: Customer Data Integration

Customer data is the fuel that propels B2B lead generation engines. However, owning complex, massive sets of data doesn't immediately translate into practical insights. Thankfully, customer data integration (CDI) is here to save the day.

Many B2B marketing teams struggle to make the most out of their collected customer data. The Salesforce State of Sales Report claims that 72% of the surveyed B2B sales reps feel unable to extract meaning from data. A big reason behind this is related to the absence of a clear picture of all the collected customer-based information.

That said, a McKinsey report shows that B2B companies that effectively harness data analytics in service to marketing and sales performance are 1.5 times more likely to achieve above-average growth rates than their competitors.

The current state of the B2B buyer's journey demands marketers and sales reps to have a clear idea of their prospects' demands even before they are mentioned. And that is only possible through CDI analytics. This is how it works.

What Is Customer Data Integration?

Customer data integration can be defined as the process of gathering, combining, and managing customer-based information from multiple data sources across all the organization's business systems into a single, unified view.

The CDI process allows companies to work with a clear, editable, and easy-to-manage platform. By implementing customer data integration pro tools and methodologies, B2B marketing teams can generate sales productive insights to engage the best-fitting prospects.

CDI also includes contact details, customer valuation data, and information accessed through direct marketing interactions. This 360-degree overview helps businesses stay compliant with various data privacy regulations, such as GDPR and CCPA, as it ensures that customer data is securely stored.

Here are some remarkable benefits of applying CDI strategies to your business:

1. Reduces data silos

A data silo can be understood as a conglomeration of data that is controlled by a specific department and becomes isolated from the rest of the company. By matching data-based insights from all active departments, it is possible to learn what campaigns, messages, and triggers are luring the most profitable customers.

2. Increases data security

The confidentiality of customer data is boosted when a single data access point is managed by decision-makers inside the company. While the totality of customer data is displayed in one place, a customer integration platform allows data managers to restrict the usage of information for each team member.

3. Ensures data accuracy

Data freshness is vital for any successful data-based lead generation effort. CDI tactics help B2B marketing and sales teams conduct data segmentation effectively. This means that prospect records can be continuously updated, and traits such as industry, budget, location, and technology usage can be used to narrow down your target market.

4. Predicts customer behavior

CDI can help B2B companies by identifying their ideal customer profiles (ICPs), pinpointing target account lists out of prospect records, and forecasting a positive outcome from account-based marketing (ABM) campaigns. 

Read More: Best Strategies for Building ABM Target Account Lists

Customer Data Integration Tool: CIENCE GO Flow

Customer data integration is an increasingly important process for B2B companies to stay competitive and compliant. For that reason, CIENCE has created CIENCE GO Flow: a customer data integration software designed for sophisticated, data-powered sales and marketing teams.

By setting up pre-established rules in the platform, the CIENCE GO Flow streamer can deliver data batches to multiple destinations at the same time. All incoming events are automatically saved to JSON logs, either locally or to the cloud. This means that new destinations can be added and then loaded with replay data in a very simple manner.

Benefits of CIENCE GO Flow

The GO Flow engine automatically fills sales and marketing data warehouses so your data can be queried instantly. Additionally, your data can flow to other services (HubSpot, Google Analytics, Amplitude), call any HTTP application programming interface (API), or integrate all the advertising pixels you need.

CIENCE GO Flow can enrich your data from over 140 external services, helping you to generate 100% accurate user profiles. CIENCE GO Show can also be integrated to determine the underlying online contacts visiting your website in real-time.

CIENCE GO Flow key features: 

• Retroactive user recognition
• Automatic data replay
• Multiple destinations at the same time (multiplexing)
• Easy-to-use web interface
• Data-handling privacy compliance

Before You Go

Check out our favorite content this week to get your sales and marketing juices flowing: 

Blog of the Week

Customer Data Integration: Best Practices and Tips for Business

CDI must be considered an open-ended activity that requires a solid structure to correctly organize and display all the necessary data. This list of best practices for CDI will help your team get the most out of this methodology.

Podcast of the Week

Enterprise Sales Development with Marissa Walden

In this episode, we speak with Marissa Walden, global SDR director at Starburst. She shares tips on how to prospect better and discusses how to foster talent mobility and enable growth in SDRs. 

What are your thoughts on customer data integration? Are you already deploying a CDI tool to get the most out of your data? Please share with us.

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Have any thoughts or ideas you want to share? Reach out to us at hello@cience.com.

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