The digital marketing environment is rich with sources of customer data. There’s the data customers give you directly, like the information they enter on your website and the data that comes from third parties. There’s a layer of data that comes from data enrichment tools like Clearbit or Datanyze.
For B2B brands, all this data is a good thing–a very good thing. We can use it to make reliable predictions about the customer and their behavior based on their firmographics, technology stack, past website activity, and other variables.
The challenge, however, lies in pulling it all together in an actionable way. That’s where dynamic customer profiles come in. Here, we’ll explain what dynamic customer profiles are and how smart B2B brands can use them to create a stronger, more engaging, and more profitable customer experience.
What are Dynamic Customer Profiles?
A dynamic customer profile, or DCP, is a single view of a customer that integrates all of the available data you have on them. It contains basic information, like their name and contact information, as well as dynamic information like their website behavior and email click activity. Unlike a static customer profile, which relies on you to manually update it, a dynamic customer profile is updated automatically any time a lead takes a traceable action.
With DCPs, we can build a holistic view of the customer. Not just who they are, but what their role is with their company, their company’s pain points, what kind of content they engage with, and what products they find valuable. The difference is that dynamic profiles change based on the inputs they receive using machine learning with the goal to achieve better prediction models for new customers. This means you have more personalized customer experience, which drives business outcomes like sales and brand loyalty.
3 Key Benefits of Dynamic Customer Profiles
As a B2B brand, DCPs make your life easier in a number of ways.
They save you time. Because DCPs are updated automatically, you can spend less time managing your audience segmentation and more time on revenue-driving activities like improving your product offering and creating more useful content.
They automate your data. When it comes to business functions like sales, marketing, and customer service, the more data you have about the customer, the better. More data allows you to make more accurate predictions about future customer behavior and more informed decisions about business strategy.
They help you deliver the right message at the right time. Have you ever heard the saying, “if you try to please everyone, you’ll please no one?” The same holds true for your marketing messaging. If you try to reach all of your prospective customers with one generic message, you won’t actually say anything meaningful to anyone.
Instead, success lies in crafting specific messaging that’s tailored to the lead’s unique step in their B2B buyer’s journey. This messaging takes into account all of that data we just talked about–the lead’s company profile, pain points, previous interactions with your brand, past browsing behavior, and more–to deliver a message that speaks to their organization’s needs at a specific moment in time.
Dynamic Customer Profiles in Practice
Dynamic customer profiles sound great in theory, but if you haven’t used them yet, it can be difficult to wrap your head around exactly how they work. So, here’s one practical example of how you might apply DCPs in a B2B SaaS business.
Let’s say you have a DCP for a lead, Joe Technology. Because Joe has been to your website before, his DCP contains some basic demographic and firmographic info, like his name, company email address, and job title. And thanks to dynamic tracking capabilities, Joe’s profile can also tell us what pages of the website he looked at and what kind of device he was using.
Wouldn’t it be great if we could predict how likely Joe’s company was to become a customer, so we could either focus our sales efforts or filter him out as irrelevant? Thanks to his DCP, we can.
The next time Joe comes back to our site’s Features page, we might instruct our CRM to bump up his lead score by 20 points and send the sales team a Slack message prompting personal follow-up. Or, the next time he likes one of our Facebook posts, we might cue our email marketing platform to send him a reminder of the features he looked at, since we’re at the top of his mind.
Remember right message, right time. It’s not only more effective for business, but it’s the kind of brand interaction customers prefer. This is just one of the many examples of how you can harness dynamic customer profiles to create a better, more effective B2B customer experience.
Dynamic Customer Profiles for Segmenting
Another instance DCPs come in handy for brands is segmenting. Segmenting describes the various ways we can separate our audience into groups to send more tailored messages. Here are a few examples.
Email marketing. Segmenting is critical for effective email marketing. You can use DCPs to send messages triggered by lead behavior, like when they view your pricing page or when it’s almost time for them to renew their contract.
PPC ads. The more granular you can get with PPC audience segments and their corresponding ad messaging, the higher your return will be. Again, this is because you’ll be sending the right message at the right time. For example, you might use DCPs to show a Facebook ad to a segment of audience members that visited a sign-up page but didn’t become a customer.
Sales follow-up. You don’t want your CRM clogged with cold leads. This wastes time and resources. With segmenting, you can earmark leads that most closely resemble your ideal customer profile (ICP) to ensure that only those leads make it through to your CRM for sales team follow-up.
Best of all, with dynamic customer profiles, you can create segments that sync across all platforms and devices, meaning the segments within your CRM match those in your email marketing software, and so on. This way, you can make sure you’re delivering consistent messaging across all of them while targeting new potential customer types on the fly.
DCPs Drive Business Outcomes
Why is all of this data syncing so important? It’s about more than just convenience: it’s directly tied to your bottom line.
Take the relationship between marketing and sales, for example. Without dynamic customer profiles, customer data often falls into silos, belonging to one department or the other but not both.
Research has shown that when companies removed the silos that separate their sales and marketing activities, they generated 208% more revenue from their marketing efforts. Furthermore, when sales and marketing teams share data and work together, companies see 36% higher customer retention rates and 38% higher sales win rates.
Better, more customized messaging–the kind we’ve been talking about throughout this article–also drives sales. According to McKinsey, targeted communications that are relevant and useful can create lasting customer loyalty and drive revenue growth of 10 to 30%.
If you’re not leveraging the power of dynamic customer profiles, you’re leaving money on the table and missing out on a valuable opportunity to create stronger customer experiences.
Create Dynamic Customer Profiles with BrandGrow
When your data is unified and aligned, your teams and activities are, too. This means you can allocate your time, money, and efforts to get the maximum results.
BrandGrow collects, unifies, and enriches your product, marketing, and sales data and synchronizes it to all of your tools. From your sales CRM to your email marketing software to your social media platforms and beyond, leverage one customer profile across all platforms to create more targeted messaging and drive stronger outcomes.
To see what we can do for you, contact us today.