Customer data platforms (CDPs) have gathered steam in the last few years. These unique solutions essentially provide a single, unified version of the truth as it pertains to your customer data, incorporating both first- and third-party data from every possible source. CDPs help marketers become more effective and businesses become more successful, and the B2B world is now acknowledging their value.
So, what if you don’t get on board with a CDP? Well, it’s simple. Without it, you’ll still have data. But you’ll end up with a closed system that doesn’t allow you to extract that data or view it holistically. This can lead to missed opportunities with customers, decreased agility, failure to provide powerful customer experiences, asynchronous marketing and sales efforts and more.
