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B2B Marketing CRM Data

Is your data on boarding partner working to its potential?


By Laurie Fullerton, Freelance Writer

April 20, 2016 | 3 min read

B2B marketers trying to maximize data onboarding of CRM data and navigate within the parameters offered of data on boarding is fraught with questions, according to a recent report. While data on boarding is meant to leverage customer information for more accurate media targeting, marketers should ensure that a provider that touts first-party data could easily contain customer files that are incomplete or outdated. There is less value in lower data quality and poorer match rates, the report states.

Before teaming up with a data on boarding system, B2B marketers should ask vendors for a proven methodology that accurately connects the online and offline worlds - and is sophisticated enough to recognize the devices and online habits of potential new clients.

Typically, on boarding vendors lay claim to "individual targeting" and although they use statistical modeling, as a rule 'individual targeting' in B2B marketing is an inexact science. Seek out a vendor who can prove they have a more accurate targeting technique to avoid media waste.

Ask if your on boarding vendor can recognize, map, measure and attribute revenue to different points in the customer journey. Many on boarding vendors cannot necessarily support closed-loop analysis or multi-touch attribution and need significant input from other partners which becomes increasingly costly. The key word to look for when questioning the track record of a vendor that offers a "persistent identifier" is can they reliably recognize consumer activity across channels. A persistent identifier if correctly used can offer access to the resource via a persistent link.

Finally, ask if the onboard vendor can offer a data management platform (DMP) that can reduce data loss while improving the integrity and usefulness of on boarded data.

B2B Marketing CRM Data

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