Overview of Real-Time Customer Data Platform (CDP), B2B Edition

Learn how to business-to-business (B2B) marketers can unify people and account profiles across systems and get a full understanding of their customers. For more information, please visit the Real-Time CDP B2B Edition documentation.

Welcome everyone. My name is Mitch Folks. I’m on the product marketing team, Marketo Engage. Really excited to go over some details. Yes. We are introducing a B2B edition of RTCDP and AEP activation. What does that mean? Well, the first thing we really did here was, we took that experience data model, Adobe’s experience data model, and we enhanced it, extended it to support. They really support B2B data, schemas, mix-ins. All of the AEP offerings today, leverage this data model. And what this allows our customers to do is, helps them unify people, and account customer profiles across all of their systems, to ultimately give them, something that they’ve never had before, which is, a full understanding of their customers across their B2B data for the very first time. We use Marketo Engage, it’s kind of a Poster child through this. It really set the standard, not only within Adobe, but hopefully across the industry for the B2B data model. And of course, any connected source or destination while they’re indirectly, or directly benefit from these XDM enhancements. Starting with, real-time CDP and AEP activation. So what does that mean? That means we’ve enhanced the UI, workflows, and the login experience, Purpose-built for B2B for these two applications, real-time CDP and AEP activation. What does that mean? Well, ultimately the biggest net new difference here, is this concept of unified account profile, all the UI, around being able to view, all of your account profiles in the UI, all of the associated opportunities, accounts, the people, and so, we’ll talk a little bit more specifically about what that means. In addition to the new UIs and workflows for B2B marketers, we will be launching a new prebuilt connector for Marketo Engage. This one is unique in that it acts as both as a source and a destination. We’ll dive into that a little bit more. And from pricing packaging standpoint, introducing a new concept called Editions. So we have one CDP, two editions, again, one CDP, two editions. How many CDPs is there that we have? One, twice, two different ways, of B2B edition and B2C edition. So as a B2B marketer, life just, it ain’t easy. A day in the life of B2B Marketer ain’t easy. Let me show you why.
So let’s say I’m a B2B marketer, and I want to put together a campaign with Jerry. I’ve identified that he’s someone that is a good fit. And so, personalization is key. So I have to understand everything about Jerry. His role, responsibilities, goals, needs, wants, and as I’m putting together, coming to content, and personalization, and the campaign, and the piping, and the data, and everything. I also find out, you know what? Jerry’s actually part of a larger buying group. There’s five other people within a buying group within the United States. And they also have their own roles and responsibilities, goals, needs. And so okay, I went from having to send one email to, now, six total, twice, six different ways, to make sure it’s a relevant customer experience.
Well, it looks like, as I was about, putting that campaign together, and doing more research, I find out, there are three other buying groups, two of which I know, one that I don’t. Kate and, and her buying groups at AMEA, looks like there are two Kates, K 2.0 is in Australia. And I don’t know, who the other buying group is, but another exists. Point being, they also have their own roles, responsibilities, goals, needs, and wants. And Kate and EMEA wants product B while Jerry wants product A. And of course they’re all part of the same account, so that’s good. But I also need you to take into consideration, what vertical industry they play on? What are their specific needs and wants? What level of maturity? When did they do their budget planning? What products are they interested in? What products maybe, they already have? And if that’s not enough, this is one of thousands of target accounts that I’ve worked with the sales team on, to identify and spend time, money, energy, and budget, on this year. High tech, Fin Serv, maybe there’s some manufacturing.
And oh, by the way, not just me that’s trying to engage with these people. Sales, IT, indirectly, services team, paid media team, customer success, depending on the structure of the organization. Oh oh! Looks like as I was about to push the big green button, find out Jerry and Kate don’t work there anymore. And actually some of the businesses that we just met on last week, and spent all this time, strategizing around. They went out of business. So I had to deal with that, as a B2B marketer. And in addition to that, that’s not enough. When these people are buying from me, their careers are on the line. The average tenure of a CMO, in B2B world, I think, was 12 or 17 months on average. In on the consumer world, you buy a pair of Nike’s that don’t fit, cool, return them. And get the pair that fits. In the B2B world, you buy the wrong software that doesn’t fit your brand and your strategy, you’re fired. So there’s Turnover. I know, by the way, the customers are in control, this whole time. And if that is not enough, there are 10 other companies, just like me, trying to sell. I mean, market to these people. That is very stressful. So when you look at the differences between B2C-B2B, there are some key differences, longer sales cycles, generally 6-18 months. More complex sales cycles, you’re selling to multiple buyers, and in lot of cases, multiple buyers within multiple groups within one company. Oftentimes these brands, in the B2B world, had dedicated sales teams. The deal sizes are larger. There’s a services-required. The tech is a little bit more complex. Higher stake transactions. And so these are just some differences of the two worlds. To be clear, B2B, I’m not saying, is a harder than B2C. It’s just a different kind of heart. And so when we went out, and we tried to figure out, all right. How do we build? Or I guess, ultimately, what our customers want? And in the initial reaction, both with B2C and B2B world was, I really wanted to get a single view of my customers. Like, okay, well, what does that really mean for the world of B2B? Well, we want unified account profiles. Okay, that makes sense. That makes a lot more sense. Let’s dig a little deeper. What’s the emotion and the need behind that? And it became very clear after talking with customers, and prospects, and our customer advisory board, of 14 plus large enterprise brands, across the world. They just wanted a greater peace of mind with their data. They want to be more confident with their data. Knowing that it’s one place in one format, in a form, that they can understand, and that, there’s data governance, so they’re not worried about putting their brand in jeopardy of legal matters. So we went out, and we built a B2B edition of real-time Customer Data Platform. There are three key reasons why someone would buy this. Number one, is data collection, unifying all the B2B data from multiple sources into that single view of people and account profiles, to get that full and real time understanding of their customers, that they ultimately feel confident about. Confidence is a big emotion behind this need. And so Purpose-built for B2B marketers, all that B2B data. Today, the B2C edition is, unified people profiles. Tomorrow, it’s unified people and account profiles. The second reason is just that, the unified account profiles, having a centralized place with all of my data across source-destinations that I can segment. I can enrich those profiles. And then I can actually go do something with them, back into the destination. Ingest data from Marketo engage, multiple Marketo engager do some segmentation and push it back out, to run an email program, nurture program, where personalization, you name it. And then the third reason, Data Governance. This is huge for existing Marketo engage customers. Being able to have, not only just governance tools, but layered on top of all of my centralized data, and all the advantages of setting up alerts, preventing users from using data that’s considered PII or sensitive data, all the monitoring, data lineage to see. Hey, where’s that data coming from? Why can or can’t I use it? Thank you again. -