B2B marketers keeping pace with B2C in customer data deployment

by | Jun 5, 2019 | Marketing, Public Relations

New research from the Customer Data Platform Institute finds that business marketers are catching up with consumer marketers in Customer Data Platform deployments. The firm’s new survey found that 41 percent of companies selling to consumers are in the process of deploying a CDP, compared with just 19 percent of companies selling to business—but 34 percent of the B2B companies plan to start deployment within the next twelve months, compared to only 19 percent of consumer brands.

B2B marketers keeping pace with B2C in customer data deployment

Other survey finding suggest the change is coming just in time:

  • Business marketers are more likely than consumer marketers to rely on CRM or marketing automation systems to unify their customer data (22 percent vs 8 percent).
  • Business marketers using CRM or marketing automation in this way have below-average satisfaction with their martech investments.
  • CDP users have higher satisfaction than non-users among both business and consumer marketers.

B2B marketers keeping pace with B2C in customer data deployment

Additional survey findings include:

  • consumer marketers have more fragmented data than B2B marketers, with 62 percent reporting many disconnected systems compared with 48 percent of B2B marketers.
  • inability to assemble unified customer data is the most-cited obstacle to using customer data well, listed by 63 percent of respondents compared with incapable delivery systems (54 percent) or inaccessible source data (47 percent).
  • a unified customer view is the most important CDP benefit, listed by 86 percent of respondents.  Many fewer cited applications such as predictive modeling (59 percent), message selection (49 percent) or cross-channel orchestration (49 percent).
  • companies with a specialized martech manager or staff are more satisfied with their marketing technology results than firms where marketing technology is run by a central IT department or left to individual groups within marketing.

Download the full report here.

B2B marketers keeping pace with B2C in customer data deployment

Daily PR Updates

Essential PR industry news, opinion, and analysis delivered to your inbox daily.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

RECENT ARTICLES

What businesses need to know about hiring a PR firm

What businesses need to know about hiring a PR firm

Starting your own business entails many things. Being the head of a company means that you’re responsible for overseeing everything, and you can’t be everywhere at once. This can be stressful, but there are many ways that you can make things easier on yourself, and...

4 ways to help your PR team work better from home

4 ways to help your PR team work better from home

The requirement for teams to work from home has been something that businesses across the world have been getting used to since the beginning of 2020. Now your team will be slick operators—using conference calling on their laptops like pros, and using the cloud to...