Bindu Chellappan

Customer transaction data can also provide a wealth of information about customer preferences, behaviors, and purchasing patterns.

For the data to truly empower marketers, it should not be limited to basic transactional information. Enriching the data with additional variables is essential to make it more actionable and insightful. These additional variables may include customer demographics, psychographics, behavior patterns, and preferences. Enriching the data with such variables provides a more comprehensive view of customer interactions, allowing for a deeper understanding of their needs and preferences. This, in turn, enables marketers to tailor their strategies more effectively.

Data, Content, and Technology are the foundations for building and targeting the right personas. Data & analytics helps identify personas and elucidate behavioral patterns & emerging trends within the audience. Content creation, tailored to the specific persona, articulates the value proposition and sustains interest throughout the buyer's journey. Technology - CRM systems, marketing automation, CDP, and AI-driven analytics, orchestrates seamless and personalized interactions across touchpoints.

Conduct primary research - quant + qual, to understand goals, pain points, decision criteria of your buyers. Engage with your sales team; their frontline insights are invaluable. Remember, personas are not static – test, iterate and refine based on evolving market dynamics.

Enhance your customer data by integrating comprehensive firmographic information from reliable third-party sources which will help with a more detailed and insightful perspective on your customer base, encompassing aspects such as company size, industry, location, and growth. This methodical approach will not only allow you to monitor shifts and trends in the market but also provide a clearer understanding of how your product innovations, pricing changes and marketing strategies are resonating with different customer segments.

The most persistent challenges in B2B are dealing with disparate data sources. Companies gather information from various channels, platforms, and tools, which lead to a fragmented data. Marketing efforts often span multiple platforms such as CRM, MAP, and ad platforms-Google Ads, LinkedIn, and Facebook. Each platform generates its own set of data and metrics. Without a unified approach, marketers struggle to measure campaign performance accurately and allocate budgets effectively. These siloed systems can result in inconsistencies and gaps in data, making it difficult to gain a comprehensive view of customer interactions.