Regina Scolaro, Senior Directer, Product Marketing, Zylotech
Great customer experiences require a 360-degree view of the customer. Unfortunately, what most B2B companies have looks a lot more like double vision. Let me give you an example. One of our clients admitted that, in the past, they had sent two different sales quotes to the same account from two different sales teams—and, you guessed it, the two quotes featured different prices. Needless to say, they didn’t make the sale.
I would like to tell you that’s an isolated case, but it isn’t. The siloed nature of customer data often means that Sales teams, Marketing teams, Customer Success teams, and partners have different and disaggregated views of the same customer. Forget about omnichannel marketing; it’s more like an onslaught of marketing from all sides.
To make matters more challenging, third-party data sources are drying up. Today, B2B companies must rely on their own first-party data, an effort that until now has been relegated mostly to their CRM systems. Customer Success teams know that they can’t create great customer experiences from their CRM system, which is why many of them are turning to customer data platforms (CDPs) instead.
What works for B2C doesn’t work for B2B
CDPs are quickly becoming the go-to source for reliable, actionable data. But not all CDPs are created equal. In fact, most of them weren’t created for B2B companies at all. The vast majority of CDPs are designed for consumer (B2C) rather than business customer (B2B) data. The difference between the two isn’t so much night and day as it is night, knight, and nite, because even subtle variations in the account, location, or job title within B2B customer data can create confusion and data chaos. And, unlike B2C data, B2B data often has erroneous location information, constantly changing roles and varying, inconsistent job titles. Sending data ops teams on time consuming and often fruitless treasure mapping exercises.
Zylotech’s CDP solution is built for B2B. By first solving the data integrity and identity issues that plague B2B sales and marketing efforts, Zylotech creates a unified customer database built on a trusted foundation and makes it accessible across Sales, Marketing and Customer Success teams. This provides an accurate, holistic 360-degree view of the customer, delivers the agility to move on real-time revenue opportunities, and eliminates data chaos and confusion.
Keeping the customer in view
A single, trusted identity mechanism that includes Trusted Data Governance is the key to creating a 360-degree view of customers across channels and buying stages. Zylotech’s unique ID Graph provides always-on, persistent identity resolution that aligns business contacts with the right location, job title, and account. Every unique company (account) and person (contact) is assigned a single, persistent ID which becomes the foundation for customer lifecycle management and allows Customer Success teams to accurately and confidently track behaviors and sentiments across all interactions. Our machine learning models also link new and existing accounts so that Customer Success teams can distinguish between net-new customers and those who may have changed roles or companies.
Once you have a trusted view of your customers and accounts, you can begin to effectively stitch together a buyer’s journey throughout different stages of the customer lifecycle. Creating these journeys requires predictive insights: e.g., is a customer likely to buy a new product in the next six months, are they likely to churn, are they more likely to respond to an email or a social media post? Zylotech provides these insights through analytics and intent scoring so that customer ops teams can organize their efforts to increase revenue and customer lifetime value. To create a wider customer lens, companies can also bring third-party data from sources such as Linkedin, D&B and Bombara into the Zylotech CDP to supplement intent data and find lookalike contacts.
From chaos to contextual collaboration
Unifying the efforts of Sales, Marketing, and Customer Success can be challenging because of data silos within each organization. Attempting to consolidate this data, however, often results in inefficiency and chaos. Sales’ CRM system may have five different offices for each account, while Marketing only lists one office for each account. APIs don’t solve the problem because there are fundamental schema differences between databases, making mapping from system to system messy and often impossible. A fatal flaw that becomes even more unruly as organizations bring in external data.
Zylotech solves this problem by creating a master data account and single source of truth that includes a consistent data taxonomy across all departments based on B2B best practices. More than data management, Zylotech delivers Trusted Data Governance that allows departments to work together from a single source of trusted data with confidence. This is more than trusting the freshness and accuracy of data; it extends to confidence that data is in compliance with regional privacy laws. Zylotech keeps the customer in focus across channels and interactions for a seamless experience.
The reality is that B2B companies need more than first-party data. They need to first trust that their data is accurate, actionable, and accessible to everyone. For customer data you can trust, from A to Z, start with Zylotech.
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