Christelle Flahaux, Vice President, Field and Customer Marketing, Domo, explored the importance of using data to bolster customer engagement during her presentation to Argyle's CMO membership at the 2016 Chief Marketing Officer Leadership Forum: Spotlight on Financial Services in Boston on Sept. 15. In her presentation, Flahaux examined "account-based marketing" and how marketers can use it to drive customer engagement.
According to Flahaux, data is readily available to marketers across the globe. On the other hand, the sheer volume of customer data and number of customer data collection and analysis technologies that are available can be overwhelming, particularly for marketers who often have limited marketing spend at their disposal.
"As a marketer, you're probably super overwhelmed by all the data that you have and all of the technologies that you can use," Flahaux noted. "There's a lot of data out there, and there's a lot of noise."
Flahaux pointed out the average enterprise team manages between 60 to 80 technologies at a given time. Thus, marketers may struggle at times to collect, monitor and analyze customer data due to the vast array of technologies that are available. And as a result, marketers may find it difficult to obtain actionable customer insights that drive customer engagement.
Comparatively, customer data offers exceptional value for marketers because it enables them to identify and address customer behaviors and trends. If marketers deploy the right technologies, they will be able to mine large collections of customer data and obtain information that they can use to foster long-lasting partnerships with customers, too.
"Data has always been my friend. The minute that you can put data on the table, it [can be used in] a fact-based discussion," Flahaux said. "Data's not meant to help point fingers, but it actually helps you open up where the problem is (located) so that everyone can rally around it and fix it."
Today's customer no longer connects with a business along a traditional buyer's journey, either, according to Flahaux.
"Data's not meant to help point fingers, but it actually helps you open up where the problem is (located) so that everyone can rally around it and fix it."
Instead, consumers shop for products and services both at brick-and-mortar stores and online, which sometimes makes it exceedingly difficult for marketers to understand a business' target audiences.
"Buyers are buying differently," Flahaux stated. "They're consuming data and content about your business in different ways, at different times. That very linear buyer's journey doesn't exist anymore."
Marketers require state-of-the-art technologies that drive consistent results, and data visualization represents one such technology that could deliver significant benefits for marketers both now and in the future.
Flahaux pointed out that data visualization ensures marketers can understand the connection between different types of customer data. Therefore, marketers are better equipped to understand customer behaviors and trends and use this information to provide its customers with better experiences.
Also, data visualization may help marketers streamline the process of generating meaningful customer insights based on all of the customer data that is available.
With data visualization, marketers could speed up the time it takes to obtain actionable customer insights. As such, marketers can leverage this technology to minimize their marketing spend and maximize their return on investment (ROI) on marketing technologies.
Furthermore, data visualization represents a key technology for marketers who want to help a business gain a competitive advantage over its rivals.
"Buyers are buying differently. They're consuming data and content about your business in different ways, at different times. That very linear buyer's journey doesn't exist anymore."
Although many marketers may have been forced to spend significantly to understand customer data in the past, data visualization drives immediate results. That way, marketers can better understand customer behaviors and trends faster than ever before and deploy customer engagement strategy improvements without delay.
In addition, data visualization offers marketers a comprehensive tool that enables them to make sense of customer data with ease.
Because data visualization ensures marketers can create charts, graphs and other visuals that highlight customer data, marketers can learn about the customer experience, customer engagement and more. Data visualization can even help marketers discover the best way to allocate their limited marketing resources consistently.
Lastly, data visualization allows marketers to layer in customer data from myriad sources, ensuring marketers can make the most of all of the customer information that is available at any time. The technology can make it simple for marketers to stay ahead of the competition and empowers marketers to evaluate multiple sets of customer data at once.
"This is not just one set of data. It's four or five sets of data, and [marketers] are able to layer it," Flahaux said.
Understanding how customers interact with a business remains an ongoing challenge for companies worldwide.
Fortunately, data visualization commonly takes the guesswork out of customer data analysis, ensuring marketers can understand why customers connect with a business. This technology likely will make a world of difference for marketers going forward, allowing marketers to learn about customer behaviors and trends and leverage this information to drive long-lasting partnerships with customers.
Christelle Flahaux, Domo’s VP, Customer and Field Marketing, has over 15 years of experience in marketing leadership, with roles at some of the tech industry’s most recognized and fastest-growing B2B companies, including Jive, Marketo, MapR, Taleo, and Ariba. Christelle’s experience expands across all areas of marketing, including marketing operations, sales forecasting, market analysis, and lead generation. Sales and marketing alignment for enterprise software teams is Christelle’s particular area of passion and expertise, combining her experience in management, demand creation, and marketing operations to lead cross-functional teams that drive conversions beyond inquiry creation to pipeline and revenue.