Best B2B CDP Platforms: Make them Work with Lead Enrichment Powered by Lake B2B
Janet Borges, March 24, 2022
Actions you can take using a CDP to gain more visibility of the best customers to pursue – from prospecting to conversion.
Lead enrichment gives you the power to take the next steps with a visible understanding of where the different segments of your customers exist. Because every lead is not a paying customer and you want to identify the best customer from a complex buying cycle and multi-channel data. Through our Lake B2B lead data sandbox, we are helping CMOs in strategizing ways to target their best prospects instead of spending valuable time on those who will not convert.
According to a recent survey that Lake B2B undertook with Global Sales & Marketing Leaders & Clients – More than 50% leaders were keen to invest in a B2B CDP platform only after deciding on the sales territory. Almost 80% reported lack of understanding of who their ideal customer is and how can the CDP help scale conversions. Most leaders were keen to first understand how many potential customers or prospects exist in a given target geography and thereon build audience segments and continuous analytics of the approached prospects’ behavior. Every single leader agreed that they want to identify which prospect has consumed or engaged with a marketing content and what can be analyzed from the behavior.
Most common questions that CMOs want to know: solved by the CDP using Lake B2B lead data enrichment
| Top CDP Related Questions | Solutions |
|---|---|
| How to know which prospect is engaging? | Different Online Engagement Event Conversions |
| How to identify the paying customer from the entire volume of leads? | Ideal Customer Profiling and Tracking |
| How to learn if the customer is in possession of a certain technology stack? | Tech Install Base Identification |
| How to understand the growth and digital transformation needs of the customer? | Digital Transformation Quotient |
| How to find out the total IT spends and which decision maker profiles to approach? | IT Spends and Top Management |
| How to run high converting campaigns that use the customer’s finer details for personalization? | Personalized Marketing Campaigns |
| How to keep a track of different campaigns and unify the customer’s journey and get a fuller picture? | Unified Sales & Marketing Prospect View |
No sales is possible without persuasion
You need data to pursue your prospects with the right information.
What if we said that you can now build a personalized demand generation campaign by pre-determined steps. Understand your customer better and discover what new campaigns you can launch based on – accurate information about the prospect’s size of the organization, number of employees, current designation & responsibilities, location & geography of influence, skills & seniority in the organization, social channels & IDs, active researching intent and solution affinity expressed online.
Who is my million dollar customer? On which channel do I find the prospect?
That’s the bottom line for the CMO and they don’t want to miss out the opportunity when the engagement is promising. Every CMO want to keep a tab on the best prospects that can convert into a million dollar deal value. This requires persuasion of the right targets and building a conversion funnel that is enriched with accurate data. Without understanding the target’s intentions and current research needs, you will not know what to do next.
Matching the right prospects who need your offerings: Enrich your CDP with insights to make
Base your persuasion or conversation knowing your customer’s appetite and intent for your offering – this way you will be able to decide the next action items to move towards that priceless conversion. There is every chance you will miss out on the right opportunities if your customer data itself is faulty. Your targeting will fail in that case and you will end up hitting the email inboxes that are non-existent.
Use Lake B2B’s segmented audience data and the right intent insights to build a super-accurate sales pipeline
Sales and Marketing leaders need to understand that without data quality and the right information about the best prospects, expensive investments on analytics and CDP is pointless.
Take a look at some of our lead generation campaign analyst team’s top shortlisted CDP platforms and features:
1. Terminus
Is best suited to businesses in need of a complete B2B-focused CDP. Marketers looking for a self-service solution for audience growth and activation would like Terminus’ codeless UI.
2. Dun & Bradstreet
Is best suited to businesses in need of a complete B2B-focused CDP. For a wide range of use cases and user responsibilities, D&B provides an easy-to-use interface.
3. ActionIQ
Is best suited to B2B businesses with a high-volume sales model. Organizations searching for a single CDP to handle both B2B and B2C buying movements may find ActionIQ’s solution appealing.
4. Oracle
Is best suited to medium and large businesses with extensive data science and analytics capabilities. Application integrations throughout Oracle’s complete solution range will also benefit existing Oracle clients.
5. Adobe
Is suitable for companies looking for a CDP that covers both B2B and B2C markets. Companies that are focused on improving overall customer experience and are ready to wait for more powerful B2B capabilities will be interested in Adobe Real-Time CDP.
