The strategy known as “Customer 360” — or 360-degree customer view — aims to increase a company’s data sources in order to gain a unified and all–encompassing vision of their client, and then to multiply the points of contacts with this client so as to be able to deliver content that, depending on their profile, will steer them towards a purchasing act.
To adopt a “Customer 360” strategy in B2B, we need to put several approaches in place.
A comprehensive sourcing strategy
In the first instance, this involves adopting a global sourcing strategy in order to collect all the information about your client.
It will be possible to rely on your company’s internal client data, such as information from the client database, CRM solution, browsing on the company website, forms completed online, data collected from social networks, via mobile applications.
In addition, the marketer will also have to collect external data on their clients from marketing database suppliers, in order to enrich and update their client and lead database, whether this data relates to companies or contacts.
Here, we’re talking about a database in the singular form. In fact, in many companies, client data is unfortunately still scattered between different departments: sales, marketing, after-sales service, etc. So, in order to be able to adopt a genuine Customer 360 approach, it is crucial to centralise your data on a single support and to standardise it to facilitate its use. This approach demands a real effort in enriching and completing the client database. Today’s company has to organise itself around its client target and demonstrate agility in coordinating the actions of its different departments (marketing, sales, technical) so as to have the most coherent approach possible to its market.
Combining the data to create value
A Customer 360 strategy relies on an approach that combines different forms of data to provide an overall perspective, give meaning, and provide the additional data created in this way with real added value enabling a greater understanding of the evolutions in your market.
So, for example, thanks to a certain number of tools available on the market today, the marketer can hyper-target their emailing campaigns, by combining the traditional data — such as geographic location, business sector or size of turnover — with contextual criteria based on current events and the information emitted by their market, such as executive appointments, fund raising, recruitment, etc.
Adopting this type of solution lets you develop your understanding of a market by evolving definition and adapt your marketing operations to the context experienced by your targets. By following this approach, the marketer integrates intelligence into their data, and therefore increases the relevance and accuracy of their actions.
We’re talking about data integration here. We have to be able to link the data coming from the different sources described above and make the different channels interact: CRM, Marketing Automation, Website, Emailing, Social networks, etc.
Results are guaranteed for companies that have put this type of approach in place, because they have a unified and coherent vision of their target market. Their actions are therefore more relevant and their ROI significantly improved.
Personalise your marketing actions
As a second step, the adoption of a Customer 360 strategy demands the creation of “personas”. This consists of establishing fictional profiles representing a target group, to which a set of precise characteristics are associated. These characteristics help improve your understanding of the expectations and proposals of value sought after by your market.
These personas enable you to personalise the active marketing relationship with types of clients or leads. They will help the marketer gain greater understanding of their market and to segment their marketing operations with greater pertinence. In order to be able to create these personas, it is necessary to have complete and up-to-date data on your clients, via the previously mentioned sourcing.
Multiply the points of contact with the target market
A Customer 360 approach therefore lets you centralise, harmonise and make intelligent client data, but also to then intelligently multiply the points of contact with your market.
After mapping their prospecting perimeter, and defining their personas and appropriate segments, the marketer is going to be able to define a content marketing strategy, by multiplying the nature of the messages, adapted to the different profiles drawn up, as well as the communication channels with these different targets. The personas created thus let you identify which canals to favour for which types of leads and therefore to gain in operational efficiency.
Given that, statistically, each buyer consults ten channels on average during their decision-making process, it is crucial to diversify the initial contacts: emailing, blog, website, social networks, etc.
Lead Nurturing and Lead Scoring
Lead Nurturing consists of delivering different types of content to a target depending on their persona and their degree of engagement. Used over the long term, it enables you, via the conception of adapted scenarios, to address a target in a different manner at each stage of their relationship with the company, so as to ultimately lead them to purchase the products or services proposed.
Less brutal than direct marketing, it has the advantage of taking the time to assess a lead’s perception of your value proposal in depth. This assessment is now called “Lead Scoring.” It will enable the marketer to rank their targets by order of sales priority, depending on their degree of engagement with the interactions proposed: website visits, replies to emailings, presence at company events, etc. Ultimately, the sales teams will only intervene at the end of the process, when the marketing team deems the lead mature enough to begin a sales interaction.
Ultimately then, the Customer 360 strategy, although it requires real upstream organisation, is extremely lucrative for the companies that put it into action. With this honed understanding of their market, they are able to engage in a constructive and long-lasting relationship with their leads. Indeed, they can even anticipate the emergence of their needs thanks to the analysis of their interactions. With the modernisation of technologies and resources devoted to marketing currently undergoing a clear acceleration, it will soon be relevant to talk about predictive marketing.
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