Traditionally B2B organizations would support nurture, growth, and retention marketing through marketing automation platforms (MAP). However, this traditional method is limited because they cannot store a regularly updated 360-degree view of the customer. This collectively meant low-performing campaigns and missed opportunities for cross-selling products or for retaining customers.
The new B2B tech stack
The new method for B2B organizations is to use a CX Hub, which when connected to an identity solution allows the organization to support all lead generation and post-sale communications. This outperforms a MAP because it gives users full access to their customer's historical interactions to inform campaign strategies, and then uses spokes to connect to distribution channels like email, SMS, website, direct mail, sales, service channels, etc. This allows the organization to have one voice and one campaign strategy across all channels, thereby increasing the seamlessness of the customer experience.
Check out these other resources:
Merkle B2B + ActionIQ Solutions Brief
Part 1: What's Preventing B2B Marketers From Improving Experiences (Vlog)
Part 2: How Can Identity Help B2B Marketers Build Better Experiences