When we outline a comprehensive plan for how to launch a product or expand into a new market, we need market data. To effectively connect with customers, gain a competitive advantage and deliver unique value, we need to understand the people and company profiles that exist in our Total Addressable Market (TAM), and compare how their data relates to our ICP in order to rationalize our predicted success in that market and identify where to start our sales and marketing efforts.
Once we identify the right people and channels to reach them, we rely on their person and company data to create personalized content and campaigns that let them know we’re speaking to them specifically. Unfortunately, people change companies often. They change titles often. And companies go through mergers and acquisitions. Because the data that goes into the profiles across our TAM changes regularly, our traditionally purchased static datasets will inevitably become inaccurate. Spending time, money, and effort personalizing content for someone at their former job or outdated email is a wasted effort and can cost valuable opportunities. Even if you do reach them, referencing an old job title reflects poorly and signals a lack of awareness.
There’s no simple way to know when and which data is outdated, so many data users are forced to update their entire data environment to ensure their teams don’t waste energy on bad information. Unfortunately, manually keeping that data up-to-date across all of your CRM and marketing automation systems is incredibly tedious, cumbersome, expensive and often neglected. GTM leaders need a way to ensure their sales and marketing teams are operating from complete, up-to-date person and company profiles to ensure their GTM efforts are successful. They need dynamic B2B customer data – data that automatically updates across all of their systems.
Using dynamic customer data to improve your go-to-market (GTM) strategy involves leveraging real-time and up-to-date information about your customers to create more effective and targeted marketing and sales efforts. When your customer data is up-to-date, you can confidently utilize that dynamic data to enhance your GTM strategy. Here are 10 ways sales and marketing teams win with dynamic data:
1. Enhanced Customer Segmentation
Use real-time data to segment customers based on their behavior, such as browsing history, purchase patterns, and engagement levels. This allows for more precise targeting and personalized messaging. Segment customers according to their stage in the buying journey (e.g., awareness, consideration, decision) and tailor your approach to meet their specific needs at each stage.
2. Personalized Marketing Campaigns
Create marketing campaigns with dynamic content that changes based on the customer’s real-time behavior and preferences. This can include personalized email content, website recommendations, and targeted ads. Use data on customer activity to trigger real-time offers and promotions. For example, if a customer abandons their cart, send a personalized discount code to encourage completion of the purchase.
3. Optimized Sales Strategies
Implement dynamic lead scoring models that adjust scores based on the latest customer interactions and engagement. This helps prioritize leads that are most likely to convert. Provide your sales team with up-to-date customer insights, enabling them to tailor their pitches to address specific customer needs and pain points.
4. Improved Buyer Experience
Use dynamic data to ensure a seamless and consistent experience across all buyer touchpoints, such as email campaigns, account-based marketing (ABM), and direct sales interactions. Monitor buyer activity to anticipate needs. For example, if a key decision-maker repeatedly engages with your case studies or product specs, trigger a personalized follow-up email with relevant use cases or notify a sales rep to schedule a meeting.
5. Agile Marketing and Sales Adjustments
Monitor the performance of marketing campaigns in real-time and make necessary adjustments to optimize results. This can include tweaking ad creatives, changing audience targeting, or adjusting budgets. Equip your sales team with real-time insights into customer behavior and market trends, allowing them to adapt their tactics quickly in response to changing conditions.
6. Data-Driven Decision Making
Use predictive analytics to forecast customer behavior and market trends. This can inform strategic decisions such as product launches, market expansions, and inventory management. Continuously track and analyze key performance metrics, such as customer acquisition cost (CAC), customer lifetime value (CLV), and conversion rates, to evaluate and refine your GTM strategy.
7. Targeted Account-Based Marketing (ABM)
Use dynamic data to gain deeper insights into target accounts, including their current needs, pain points, and buying signals. This helps create highly personalized ABM campaigns. Track engagement levels within target accounts to identify key decision-makers and influencers, and tailor your outreach accordingly.
8. Market and Competitive Analysis
Use dynamic data to stay informed about market trends and shifts in customer preferences. This helps you stay ahead of the competition and adjust your strategy as needed. Monitor competitor activities and customer sentiment towards competitors to identify opportunities and threats. Use this information to differentiate your offerings and improve your value proposition.
9. Feedback and Continuous Improvement
Collect and analyze customer feedback in real-time to identify areas for improvement. Use this feedback to enhance products, services, and customer interactions. Implement a continuous improvement process where you regularly review and refine your GTM strategy based on the latest customer data and performance insights.
10. Territory Assignment and Management
Know when companies move headquarters or encounter mergers and acquisitions to ensure your sales territories are accurate. Assign the right sales rep to expand in existing accounts and penetrate new markets, and keep them informed on any changes to account hierarchies to ensure they can coordinate any outreach effectively.
Most GTM leaders struggle in these areas to some degree because nearly all of them rely on static customer data. That is, they make regular purchases of static data from a variety of vendors, then attempt to merge it all together – or even leave the data siloed depending on their sales and marketing needs. While relying on static data leads to numerous problems, people don’t generally associate those problems to the static nature of their data because historically it’s been the only option. Fortunately, with advancements in data management and procurement technologies, GTM leaders now have the opportunity to leverage Customer Data Platforms (CDP) that can automatically update the buyer profiles across their existing systems. Still, most of them don’t know it’s an option yet!
By incorporating a comprehensive data solution for dynamic B2B customer data into your GTM strategy, you can create a more agile, responsive, and customer-centric approach that drives better engagement, higher conversion rates, and sustained business growth. To learn more about how you can arm your sales and marketing teams with the dynamic B2B profiles they need to Go-To-Market, check out the Identity Resolution Guide. Being able to resolve identities and associate data to the correct buyer profile is critical for any solution offering you dynamic B2B data. See why Leadspace has the industry-leading framework for resolving identities and automatically assigning data to the correct buyer profile.