如何利用客户数据平台来增强基于帐户的销售

The commercial world is full of uncertainty. In the wake of theCOVID-19 pandemic, many businesses – large and small – are looking to the future with trepidation. More than ever, companies must be as productive and efficient as possible.

在B2B销售中，这意味着提高转化率并降落更多有利可图的客户。任何这样做的新方法或协助该过程的工具都像所有壁ni的品牌的金色尘埃。

Leveraging a customer data platform (CDP) to support基于帐户的销售is a prime example. It’s an effective way for businesses looking to sell to enterprises to boost their success rate. If you’re not yet up to speed on CDPs or account-based selling, it’s time to change that.

个性化is a watchword in all modern sales environments. Account-based selling takes things to a new level. Ideal for landing enterprise-level clients, it’s a hyper-personalized sales technique. Departments across your firm work together. They target, reach out to, and land any account you’ve IDed as being high value.

Account-based selling typically encompasses all the following functions of your business:

• Marketing
• 销售量
• 客户成功
• 高管和董事会成员

基于帐户的销售的关键是对每个目标帐户采用独特的方法。您的营销人员和销售人员指出了目标公司内的重要利益相关者。bob全站app然后，他们以高度针对性和特定的方式伸出援手。

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所有发送的互动和消息都是高度个性化的。在每个阶段，重点是目标帐户的个人痛点或挑战。沟通手段必须反映潜在客户的偏好。

Executives at your firm may also interact personally with critical stakeholders of the target account. Then, once a client gets landed, your customer success team gets to work to deliver an equally unique onboarding experience.

There’s obviously more to基于帐户的销售than we can cover here. What our summary should make clear, though, is the importance of data to the process. You can’t successfully target an account unless you know the prospect inside out. That brings us neatly onto customer data platforms (CDPs).

B2B Customer Data Platforms

CDPS是在销售bob电竞官方下载和营销领域真正引起的软件解决方案。他们收集，统一和汇总所有可用的客户数据。这意味着多种数据类型，跨许多接触点，并实时收集。

The types of customer data collected and organized by a CDP are namely:

• 识别数据 -Names of accounts and stakeholders; addresses; demographic details; etc.
• Descriptive Data –Deeper detail on stakeholders; career information; interests; etc.
• Behavioral Data –Interactions with your brand; purchases; website visits; email conversations; abandoned carts; phone calls; etc.
• 定性数据 -How contacts learned about your brand; their opinions of you; NPS; etc.

A CDP, then, is a one-stop-shop for all customer data. It makes the information readily accessible to multiple business departments. More than that, too, CDPs structure the data in an actionable way. They build centralized, unique profiles for each customer or target account.

如何利用CDP进行基于帐户的销售

Now you know what account-based selling and CDPs are, it’s time to discuss how they intersect. For a brand looking to sell to enterprise-level clients, a CDP is an invaluable tool. In the same way that a robustSaaS SEO strategy对于那个利基市场的销售也至关重要，因此CDP也是基于帐户的销售。

The following are five of the principal ways a CDP can enhance your account-based approach to sales:

1. Collecting and Unifying Data
2. Qualifying and Targeting Accounts
3. 计时您的宣传
4. 改善和个性化互动
5. 简化未来销售流程

Collecting and Unifying Data

The first step to effective account-based selling is gaining a full understanding of a target account. For that, you need as much information as possible on your prospects. It’s only by collecting as much data as you can that you can accurately target and prioritize leads.

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A customer data platform is a tool that can bring together all the relevant data. It will gather detail on:

• The specific pain points of customers and prospects
• How they have interacted with your brand
• Which communication channels they prefer
• 每个公司的决策者是谁bob全站app
• 当利益相关者访问您的网站以及他们所做的事情时
• 在什么时候不同的联系方式是最可接触的

这只是CDP可以c的信息ollect. Those insights will also get captured by other systems, of course. Tools like Google Analytics or aCRM platformcan gather some of them. Where a CDP stands out is that it unifies and organizes the data. Everything is available to all your business departments in one place.

Qualifying and Targeting Accounts

With so much data at your fingertips, qualifying and targeting accounts is far more straightforward. A CDP can help you pinpoint a smaller number of accounts with a higher chance of conversion. That allows your marketing and sales teams to better direct their time, effort, and budget.

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例如，假设您只想针对特定规模的公司。您也只对那些已经表现出对品牌的意识的人感兴趣。CDP可以跨多个渠道（例如您的网站，电子邮件和广告）收集行为数据。这可能会帮助您识别已检查但未转换的域。

借助数据丰富工具，您可以了解有关域背后的公司或个人的更多信息。您可以找到他们的名字，他们的利基和大小。因此，这可以帮助您确定它们是否成为目标。

上面的示例是对CDP的潜力的简单解释。这些平台可以帮助您通过许多类别（包括互动，意图等）进行细分潜在客户。通过以这些方式增强帐户目标，您可以增加将潜在客户转变为客户的机会。

计时您的宣传

当您接触到潜在客户时，与您伸出援手一样重要。正确定时的消息或电话可以使将潜在客户转换为客户有所不同。当他们最有可能欢迎您的互动并与您互动时，您需要达到联系。

除此之外，您必须在铁很热时罢工。您需要知道潜在客户是否接近他们客户旅程的购买阶段。

客户数据平台可以帮助您找到合适的时间与潜在客户联系。通过收集和分析客户数据，它可以实时提醒您，这使外展更可行。例如，您可以通知您：

• Someone from a target account visits the pricing page of your website
• A stakeholder of a prospect spends a certain amount of time reading your content
• 铅开始a free trial或正在接近上述审判的结束

Getting such alerts from your CDP is invaluable. They ensure you don’t miss any opportunities to convert prospects or nudge them further along your sales funnel. What’s more, the nature of the alert helps you make appropriate and relevant contact. Speaking of which…

改善和个性化互动

成功基于帐户的销售的另一个关键是建立关系。定位帐户后，您必须在该帐户上培养潜在客户。这就是您建立牢固联系的方式。为此，您需要进行有意义且富有成效的对话。CDP也可以在这里提供帮助。

The data contained on the platforms gives you and your staff a 360-degree view of your prospects. With that, you can glean loads of useful insights about their needs and preferences. That lets you wholly personalize all your contact with them. Something that’s traditionallytougher in the B2B niche。我们谈论的是卖出的个性化，而不仅仅是将正确的名字放在电子邮件的顶部。

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The insights you glean will help your sales team hold proper, intelligent conversations. Rather than working from a sales script, you can engage with the prospect on a human level. You know what challenges they’re facing and how they do business. You can, therefore, tailor your approaches accordingly.

简化未来销售流程

到目前为止，我们涵盖的是CDP如何在此处和现在为您提供帮助。平台的另一个好处是，它们还可以简化您未来的销售。这主要是因为他们可以帮助您更好地建造Ideal Customer Profiles (ICPs)。

An ICP is your perfect customer. It’s the account that you dream of finding and targeting. Target such an account and your chances of conversion are much higher than trying to sell to just anyone. With a CDP, you can flesh out and finetune your ICPs like never before.

Thanks to all the data organized by the platform, you’ll know your present customers inside out. That makes it more straightforward to pinpoint their shared characteristics. That may be industry, company size, behavior, and more. All those will then also become aspects of your ICPS.

更准确的ICP启用更好的帐户定位。定位过程变得更加精简，并节省了时间和金钱。更不用说由于剥离那些不会出现在任何地方的线索而导致的转换率的提升。

CDPS– A New Addition to Your Account-Based Selling Toolkit

Customer data platforms can be like a silver bullet for account-based selling. As a tool for collecting, unifying, and organizing customer data, they’re made for B2B selling. Building both trust and relationships, after all, is what B2B sales is all about. You can do neither without properly understanding your prospects.

With a CPD, getting to know your leads has never been simpler. You can use data from many sources to build a three-dimensional picture of each prospect. That makes it so much easier to engage and connect with them. It’s in that way that you can use a CDP to take your account-based selling to another level.