Hit Your Number: How to Improve Your Customer Experience with Sales and Marketing Data

Sales and marketing teams have been using data strategies to power the sales funnel with great success for quite some time now. But why should these same data-driven strategies stop once prospects become customers? The short answer is, they shouldn’t.

Customer Success Teams Must Rely on Key, and Connected Data to:

  1. Map and optimize the customer journey. As you’re thinking about how to engage with your customers – it’s very important to ask:
    • Where are the places in each of these stages, where having data on the company, prospect, tech stack, projects/initiatives, or users, makes a real impact?
    • Where can we use that data to impact this journey? How can we make the process better with better data?
    • Recognize upcoming potential bottlenecks to prepare for in advance, and make transitions as seamless as possible.
    • Knowing a customer’s tech stack can make for more engaging and personalized onboarding and integration.
  2. Understand the complete relationship and purchasing landscape of customers. As you’re starting to engage with other departments at the company, market expansion can appear a little trickier. What other problems does my solution solve for a company? Get multi threaded, focus on relationship maps.
  3. Leverage real-time intelligence to identify, and deploy ABM strategies that drive expansion opportunities
    • Account Selection: The first piece of organizational alignment is to agree upon which accounts are most likely to drive revenue, are best fit for the product sold, and have the highest strategic value to the organization. This is the most important pillar and likely to be the hardest to nail down.
    • Tactical Implementation: Actual ABM execution. An array of campaigns executed in an orchestrated fashion, designed to engage multiple stakeholders in a singular account with multiple internal teams, through a variety of channels.
    • Infrastructure support: Systems configured to provide access to accurate data, metrics, and insights. This is the piece that maintains organizational alignment by creating unified views across teams for maximum and actionable visibility.
  4. Develop a firmographic scoring model to mitigate churn and identify opportunity across their customer base.
    • Firmographic, technographic, and behavioral usage data serve to formulate churn-risk model
    • Segmentation and broader churn profile largely predicated on firmographic elements
    • Actionable health scoring driven by technographic and behavioral usage elements