Connect: Match and synchronize individual customer profiles
Posted: Tue Jan 07, 2025 3:47 am
2. Distinguishing: similarities and differences in buyer journeys
In a B2B environment, you create a separate journey map for each persona or role that is part of your DMU. This allows you to gain insight into the individual journeys and also where journeys 'intersect'. In other words, which joint steps do different decision makers take at your customer?
It may well be that price information is not only viewed by the purchaser, but also by the content expert. At the same time, it is also interesting to know which steps belong to one specific journey, in order to determine whether the person doing this is most likely the expert, or the lawyer or the purchaser, etc. With this information, you can enrich the visitor profile that has been built up (see also below: adjusting).
connectUsing online marketing tools, you can build customer profiles in which personal information as well as behavior (such as the number of visits this month or search terms used) and preferences (e.g. permissions for the use of cookies) can be recorded.
These types of tools are usually aimed at B2C hungary phone data environments and rarely or never link different unique customer profiles to each other based on, for example, company name or IP range. This is necessary for B2B scenarios. This often means (therefore) a lot of customization on top of the engagement solution, where you can use your own business rules to determine when you want to link separate profiles to each other and when not (anymore). This is no easy task, not in terms of drawing up the correct profile synchronization rules and also not in terms of technical realization.
The customer journey is not the marketer's alone
Another challenge is connecting underlying back-office systems – think of CRM, ERP or CMS systems – in which (pieces of) customer data are kept. After all, it is not only Marketing that collects customer data. The helpdesk, the call center, the sales department and the customer administration also collect and process customer data. Which products did the customer ask questions about, how quickly was the question answered, when was this customer last called, how creditworthy is the customer and have there been any questions about outstanding invoices? These and countless other aspects provide an image of how satisfied the customer is with your organization, or what up- and cross-selling opportunities may still exist.
In a B2B environment, you create a separate journey map for each persona or role that is part of your DMU. This allows you to gain insight into the individual journeys and also where journeys 'intersect'. In other words, which joint steps do different decision makers take at your customer?
It may well be that price information is not only viewed by the purchaser, but also by the content expert. At the same time, it is also interesting to know which steps belong to one specific journey, in order to determine whether the person doing this is most likely the expert, or the lawyer or the purchaser, etc. With this information, you can enrich the visitor profile that has been built up (see also below: adjusting).
connectUsing online marketing tools, you can build customer profiles in which personal information as well as behavior (such as the number of visits this month or search terms used) and preferences (e.g. permissions for the use of cookies) can be recorded.
These types of tools are usually aimed at B2C hungary phone data environments and rarely or never link different unique customer profiles to each other based on, for example, company name or IP range. This is necessary for B2B scenarios. This often means (therefore) a lot of customization on top of the engagement solution, where you can use your own business rules to determine when you want to link separate profiles to each other and when not (anymore). This is no easy task, not in terms of drawing up the correct profile synchronization rules and also not in terms of technical realization.
The customer journey is not the marketer's alone
Another challenge is connecting underlying back-office systems – think of CRM, ERP or CMS systems – in which (pieces of) customer data are kept. After all, it is not only Marketing that collects customer data. The helpdesk, the call center, the sales department and the customer administration also collect and process customer data. Which products did the customer ask questions about, how quickly was the question answered, when was this customer last called, how creditworthy is the customer and have there been any questions about outstanding invoices? These and countless other aspects provide an image of how satisfied the customer is with your organization, or what up- and cross-selling opportunities may still exist.