5 ways to prime your customer data for B2B marketing success

The FINITE podcast recently featured a discussion with Jim Turner, SVP of Customer Experience at Exclaimer. Jim shared his invaluable insights on harnessing the power of customer data to drive B2B marketing strategies. With his background in B2B lead generation, founder of one-click customer feedback software Customer Thermometer, and now SVP of Customer Experience at Exclaimer, Jim brought a wealth of knowledge to the table. 

If you're not leveraging customer data in your B2B marketing strategy, you're missing out on a goldmine of potential. Customer data is now a tool that every marketing leader should be obsessed with, not just those who work for the big players. 

Marketing feels fateful when you have great customer data 

When customer data is used effectively, marketing efforts can feel almost fateful to the target audience. This blog will walk you through five powerful ways to prime customer data so that it will help, rather than hinder your B2B marketing. Stick around to learn how to transform your marketing efforts with insights from the experts. 

5 ways to prime your customer data 

Tip 1: Invest in customer data early 

Investing in customer data early on can set your business on a trajectory for success. According to Jim , "Customer data is crucial for understanding and meeting customer needs." This early investment allows you to gather insights that shape your marketing and product development. 

Advantages of early adoption 

• Enhanced marketing strategies: Early investment in customer data helps in creating targeted marketing campaigns. 

• Improved product development: Understanding customer needs early on can guide product features and improvements. 

• Competitive edge: Businesses that invest in customer data early often have a significant advantage over their competitors. 

Real-world examples 

Exclaimer uses customer data to continually refine our products and services, ensuring we meet the evolving needs of our clients. This proactive approach has given us a competitive edge, enabling us to stay ahead of market trends. 

Tip 2: Collect the right information 

Before you can leverage customer data, you need to ensure you're collecting the right information. When asked how you know if you're asking the right questions, Jim emphasized, "Henry Ford famously said that if he'd asked people what they wanted, they'd have said a faster horse."   

So instead of asking customers what they want, you should instead gather intelligence. The things customers don't realize they're telling you. Jim continues, "They're telling you how they use the product when they log in, how often they update templates. So, you can learn a lot without actually asking." 

Key areas to focus on 

• Customer preferences: What products or features do your customers prefer using? 

• Pain points: What challenges are they facing that your product can solve? 

• Feedback: Regularly ask for feedback to understand their experience with your brand. 

Use product insights, surveys, feedback forms, and direct customer interactions to gather valuable information. Ensure any questions are clear, concise, and relevant to the customer's experience. 

Tip 3: Democratize data ownership 

Data shouldn't be the sole responsibility of a single department or individual. Jim stated, "The most effective solution we've had so far is cross functional work: together product, marketing, and customer teams have a Voice of Customer community within the business. It's there we talk about our customer data problems. It's an open invite to anyone in the business, and this means that everyone in the organization has access to customer data." 

Benefits of cross-functional collaboration 

• Improved decision-making: When multiple departments have access to customer data, decision-making becomes more informed and effective. 

• Enhanced customer experience: Cross-functional teams can collaborate to create a seamless customer experience. 

• Innovation: Diverse perspectives can lead to innovative uses of customer data. 

Tip 4: Build an infrastructure on customer data 

Scaling your business without a solid infrastructure built on customer data is like building a house on sand. Jim explained, "You can't scale effectively without building an infrastructure on customers." 

Essential components 

• Data management systems: Invest in robust data management systems that can handle large volumes of data. 

• AI and analytics: Leverage AI and analytics to process and interpret customer data efficiently. 

• Integration: Ensure your data systems are integrated across all departments for seamless access and use. 

Tip 5: Become obsessed with your customers 

Customer obsession is a strategy for long-term growth rather than just being a buzzword. Jim emphasized, "Customer data solidifies a backbone of customer service that you'd never have had before, making it really exceptional. So, you asked about customer obsession. That's it for me. Customer obsession isn't trying to make them have a telephone call once a quarter to talk about their needs. Let's give them exactly what they want, when they want it, when they need it." 

How to cultivate customer obsession 

• Listen actively: Regularly engage with your customers to understand their needs and preferences. 

• Provide value: Always look for ways to add value to your customers' lives through your products and services. 

• Stay agile: Look at the data and be willing to adapt and change based on customer feedback. 

Real-world examples 

Exclaimer's customer-centric approach has led to exceptional customer service and long-term loyalty. By prioritizing their customers' needs, they've built a strong, loyal customer base. 

Practical applications of customer data 

Customer data is a game-changer for your marketing strategies. When customer data is used effectively, your marketing efforts will be truly seen by your target audience. Imagine receiving an email from a company that seems to know exactly what you need—that's the power of using data to personalize marketing. 

Steps to implement 

• Identify key metrics: Determine the key metrics that matter most to your business. 

• Analyze data: Use analytics tools to interpret the data and gain insights. 

• Adjust strategies: Continuously refine your marketing strategies based on data insights. 

The possibilities are endless 

Customer data is the secret sauce that turbo-charges your B2B marketing efforts. From improving marketing strategies to enhancing customer experiences and driving long-term growth, the possibilities are endless. Start by investing in customer data early, ask the right questions, democratize data ownership, build a solid infrastructure, and develop an obsession with your customers. 

Ready to take your marketing to the next level? Sign up for an online demonstration of Exclaimer and see the difference customer data can make. 

Speaker bio 

Jim Turner 

Jim Turner is the Senior Vice President of Customer Experience at Exclaimer. With a rich background in B2B customer experience and previous roles at Salesforce and IBM, Jim brings a wealth of experience in understanding and leveraging customer data to drive business success.