MakingSense of CDPs (Customer Data Platforms)

So, what is a CDP?

While CPDs (Customer Data Platforms) have been common in the B2C space for some time, B2B focused CDPs are a relatively new concept for most. 

A CDP, or customer data platform, essentially takes all of a person’s interactions with a brand that are normally spread out across multiple tools and systems and brings them into a single data warehouse, giving a company a 360-degree view of a customer or even a prospect. This allows the brand to better target advertising and promotional efforts with personalized communications. 

Ok. Then what is a B2B CDP?

So a B2B CDP takes that same concept up to an account level. It’s great to know that Susan in accounting has downloaded your eBook and subscribed to your newsletter, but it’s even better to know that Doug in finance and Joan in marketing have taken similar actions. This gives you a better picture of the modern buying team.
 
It’s the complexity of B2B sales cycles that make the enterprise CDP such an invaluable tool for B2B selling.  And with the right CDP, B2B revenue teams can do a much better job of mapping customer journeys, personalizing communications, cross-selling and upselling, and even preventing customer churn.

How do I get started with a B2B CDP?

There are lots of options out there for stand-alone CDPs, basically a CDP that you then need to integrate with other systems. A standalone CDP also means that you still need to get data engineers involved to get it set up and have your existing data moved over. This can take a long time and be very costly, not to mention the lack of historical data, but we’ll get to that in a minute.

And now, what you've all been waiting for. The embedded B2B CDP!

An embedded CDP brings in not just known 1st party data, but layers that data with the anonymous 1st party data and 3rd party keyword data. So what does that mean?
 
Every kind of  CDP collects historical and ongoing activity data from multiple disparate systems, meaning that you need that history to make it valuable. Much like the Pet Rock, without the backstory, it's just a useless lump.
 
So when you buy a stand-alone CDP,  you’re essentially starting from scratch. The more data you collect over time, the smarter the system becomes because it’s learning the repeat buying patterns in all that data. 
 
6sense comes with an Embedded CDP,  which means our CDP is pre-populated with more than 2.6B activities, and we've analyzed more than 22M opportunities,  - and we’re adding more than 16k new opportunities every day. This means that instead of waiting years before your CDP starts providing value, you can hit the ground running.
 
Within 24 hours of turning it on you can begin to de-anonymize accounts, allowing you to know what companies are looking to buy your solution, even if they don’t identify themselves. 
 

 

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Courtney Thompson: Enterprise Account Executive - 6sense

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