Customer data sits at the heart of every business, but few teams understand how to manage their customer data effectively.
We’re designing this our customer data academy to help you pull together the story of each customer, and use it across every tool.
Checkout "Spotted" at Hull. We have eyes where you don't - we break down the tactics and detail of data-driven growth strategies for you to understand and see.
Get everyone who owns customer data in room. No dial-ins.
Move beyond "wooly personas". Create an ideal customer profile with:
Use this to define what data you need to source (and shop for)
Create a grid of all your lifecycle stages by the types of customer journey paths. Name each combination (e.g. “Free trial” “Product demo”) as an experience. For each experience, assign the content and channels you want to engage your leads and customers.
Do this on a big whiteboard / piece of paper as a funnel diagram or something intuitive.
Here’s what that might look like as a grid on a spreadsheet (make yours a bit sexier…)
|Free trial||Demo Request|
|Visitor||Signup flow||Demo request|
|Lead||Free trial||Product demo|
|Opportunity||PQL nurture||Sales nurture|
|Customer||Paid account||Paid account|
|Enterprise Customer||Enterprise account||Enterprise account|
For each channel you want to engage people with, name a tool to own the profile data in that channel. e.g. Intercom for live chat, HubSpot for email etc.
You need to identify ideal customer profiles amongst your profile data. Where you can’t source data from people directly (or infer it from their behavior), use data enrichment tools.
You need tools to track their progress through the lifecycle. e.g. Stripe for subscriptions.
You need to tools in any extra lead sources if you can’t manage this through existing tools e.g. G2Crowd Intent API.
Finally, if you’ve any audiences to publish to other channels (e.g. Facebook Custom Audiences for ads, or Optimizely Audiences for web) you need tools to manage this.
Identify the tools with profiles. Create a simple spreadsheet to align profiles and profile data across tools. (A unified customer profile in a customer data platform can help with this).
Build a master customer profile data model to replicate across tools. The least you need to identify ideal customer profiles and engage them.
Possibilities come from how you use your customer data, and how easy it is to control.
e.g. Personalized email, notifications for sales reps.
Work backwards from the perfect 1:1 experience. For example, in emails write to an individual, then send to lookalikes. Find the data you need to create the personalized variations you want.
Explore orchestration ideas as a team (even though the tactics & implementation might be few people). The best teams are very open in their discussions.
Best practice is to pick a few common experiences (like a lifecycle stage) and nail that down. Common tools and teams.
Hull is a customer data platform. It sits at the heart of your customer stack.
Connect and combine data from all your tools and databases into a unified customer profile. Transform, enrich, cleanse, and segment profiles, then sync across all your tools in real-time.
Hull enables you to orchestrate data across many tools. Marketers use Hull to generate, nurture and qualify leads at scale. Grab their data-driven playbooks.