Data management platforms can help B2B marketers focus on customer

Managing the stream of customer data from disparate sources can be a challenge for B2B marketers, but data management platform (DMP) solutions can help marketers inform the lead qualification process and extend the reach of successful marketing through advertising.

The "Data Management Platforms: A Critical Tool for the Brave New World of B2B Marketing" white paper from Frost & Sullivan digs into the benefits that DMP technology can bring to marketing organizations, including using customer data to create a clearer image of B2B buyers and their needs.

"With the help of a DMP, a marketer can manage and analyze audience profile data to better inform ad targeting through modeling, implement retargeting campaigns for better direct response and optimize site performance using customer behavior data," the report reads. "It also enables marketers to add analyzed audience data into marketing automation systems, for example, to help B2B marketers receive a more informed view of their customers."

B2B marketers who are looking to improve efficiency in the lead qualification process may turn to a DMP to streamline the process.

"With DMP, B2B organizations can bring in more second- and third-party data through third-party integrations," according to the report. "DMP provides a more complete view of customers and their interests, thus informing marketers of their customer behaviors in depth. By bringing in data from multiple sources, marketers can use a richer data set to test their content in order to identify what messages resonate the most."

DMP technology can also be used to find the right audience for advertising campaign targeting.

"Using DMP, B2B marketers can create several different profiles of their ideal customers using algorithms such as look-alike modeling to target more effectively," the report reads. "DMP syncs up cookies from different places on the web, empowering B2B marketers with top-of-funnel prospecting capabilities."

B2B marketers should keep these things in mind when searching for ways to manage data flows within their organizations – and when setting budgets for technology spending moving forward.

For more:
- check out the complete report from Frost & Sullivan