Get Even More Out of Customer Data


In this episode, we talk to Lynne Capozzi, CMO at Acquia 

Yeah. Hi everyone welcome back to be to begrowth. My name is Olivia Hurley and today I am joined by Lynn Capozzi whois the CMO at Acquia Lynn. How are you doing? I'm great thank you Olivia. Howare you? I'm doing really well man, I'm so excited to talk to you because youhave some really great ideas and insights about how B2B marketers canuse their customer data and get the most out of it. I want to start justreally basic. What do you mean by user data? Well, I think we all want to bedata data driven marketers. Right? So um and I think all of us have learnedthe importance of data over time as marketers, there's no shortage of allthe technologies that we have today with customers connecting by computersand mobile devices etcetera and all these different, all these differentchannels. So I think um you know the importance of data is is more and moreimportant as time goes on. So of all the different channels that consumersare leveraging that makes it really difficult for marketers are job getsharder to deliver an experience that consumers today expect because theyexpect every experience they have with a brand to be like their experiencewith netflix. Got it. Okay, okay. So highly personalized. But also they havea lot of control as the consumer. Those kind of the two major. Yeah, I thinkthat, yeah, Wolf said well put. So How can you tell that B2B marketers kind ofgenerally aren't using the data to the full extent. Well, the biggest way wecan tell is we survey people. So we have in the past two years that asurvey of a couple of 1000 marketers, 1000 consumers and really ask themtheir experiences dealing with different brands to say are theseKoreans meeting your expectations and are they? And for the most part, wehear back from consumers that no, that brands could be doing a much better jobmeeting customer expectations. And so that alone tells us that, you know, notevery B two B marketers is using the data to their full extent. So we hear,you know, they're not getting personalized experiences. They're notdelivering. The experience is totally that customers want. A lot of times,marketers can't even segment out their customers to determine things likewhat's the next best offer I should give to them or promotion or campaign.So um and a lot of times it's that they don't have. Marketers don't have gooddata hygiene, which is super important. Tell me about that. Tell me what thatmeans. Well, it means that you have, you're able to track customer data andyou know information about your customers. Um and you're not you don'thave five records of the same person. Uh And that the day is clean, You know,it's accurate, you know it's uh did oohed and that you're keeping track ofcustomer something about your customers, maybe their purchasing patterns ormaybe what they've done in the past.

Maybe it's there web searching historyon your site. So it's a variety of different information about yourcustomers. So typically how to B two B marketers use their data, what to whatextent do they use their data today? I think what we see today from a lot ofmarketers in the BdB world is what I'll call kind of a wide brush, right? Yeah.You know, within marketing we call it kind of the wide net efforts, right,creating a very wide net and not narrowing down or segmenting to addressparticular segments and customer data. Yeah. I'm curious to take us on alittle bit of a tangent here to go back to your mentioning consumers want theirB2B experienced to be like netflix. What do you think about thoseexpectations? Knowing marketing like you do? Is that something that everybrand should be striving for? Is that possible? You know, what's yourassessment of that expectation? Um I think it's definitely something thatall brands should be striving for. I don't care whether your B two B or Btwo C. I think that definitely is, you know, the bar that we as marketersshould be setting really high. So definitely aiming for that bar and setthat bar high and uh you know, making the best experience possible. I lovethat. Set the bar high. So what data do you need? Well, typically you need acouple of things. One is you need clean customer data as we just talked about.You do then it's fresh and it's current and accurate. So you have that, doesanybody have 100% accurate data? No, no one does. But getting that data asclean as possible I think is really important. And then you can look atthings like from your customers, what they're purchasing patterns are or whattheir historic requirements have been or what their search history has been,for instance on your site. So I think it's looking at all of those um youknow, all of those aspects of your of your customers and prospects. I saycustomers but it means both customers and prospects. Yeah, absolutely. Sothen is there is there data that you don't need or you know, data that youjust want to get out of the, out of the way and out of the system? I'm not sure.It's a matter of volume of data. I think it's more more about cleanlinessis clean. That's probably the more important thing. Yeah. Absolutely. Andcurious, this is just not knowing much about how to clean up your data. Isthat someone's job to go in and and siphon all of that out. Is it howwhat's the process of cleaning up your data? There's a couple of differentways you can do it. Can it be someone's job? Yes. Typically um what I've alwaysdone through my career is I've had marketing interns or students and a lotof their job is looking at data and cleaning up data. You know that couldbe going through Salesforce and cleaning up the salesforce dot cominstallation. So it could be a person. There are definitely tools that help dedupe as well. Um So it's you know it...

...could be accommodation of people um andtools okay so we know what data you need, we know why you need it. How doyou put it to use? I think there are a couple of different ways. So once youknow your data and you can segment out that should be the basis of what you'redoing for your campaigns for your campaign creation and execution right?So that's how you're gonna put that data to good use. You'll also know moreabout knowing what the next best action to take as a marketer is. So you knowwhat should you be offering that should be offering them a coupon. Should offerthem a promotion, should be offering a sale or an extension on a certain pricepoint. But knowing kind of the next best action to provide to yourcustomers I think is important. And also the other way you put it to reallygood use, which I absolutely love is by providing value right, providing morevalue to your customers. So I'll give you a couple of examples and theirexamples from the past year than the lives that we've all been living. UhAnd so an example is King Arthur baking, right? So they are the flower company.They went through a flower to baking and while everybody was home,apparently everyone was baking. And so their flower sales of course wentthrough the roof online, in the stores everywhere. So what they did is theyprovided a lot more value add to their existing customers. They did thingslike they put recipes online on the site, they provided baking classesonline who wouldn't want to get a baking class. So it's really good. It'sreally good value additional value that they're providing to their customers.And because they know something about them and contract their data, then theyknow what to offer them. So someone who is someone maybe who you could tell haddownloaded recipes in about muffins or maybe that famous sour dough type ofstarter kit thing. What everyone, everyone's making sour though. That'sso true. Exactly. So maybe what you then do is you provide you know thebacon class for how to make the starter kit because you already know somethingabout them. So just a great example. Another one is um is lulu lemon. Sowhen everything happened and some of the stores closed for a period of time,they took to their customer base and they had a nice interaction betweenpeople that were online as well as people that were in the store front.And so they put their yoga classes online. What a great value add, right?I mean and they knew because they know something about their customers becausethey're keeping track of their customers, they know what to provide tothem and offer to them because they know something about them based on thethe lululemon gear that they bought in the past. So I think a couple of really,really good examples of focusing on really adding value. I love that I andit's so cool like just to see that the human aspect of of companies comingthrough really powerfully to, especially during and I would just liketo say if I was if anyone has my data,...

I would like to say that the next specsaction for me is a coupon. Exactly. You know, it was, you know, itwas tracking probably more data than, I don't know, maybe not more. But a lotof data versus other companies look at the example of peloton alright,customer data that they're tracking that we're providing. So I'm a pelotonuser, the only device I think I've ever had, where I was very quickly, quicklywilling to put in my age of my week because I wanted to be in thatcommunity and again, hollowed that customer data and it's really, reallyit's been super beneficial for them. Yeah, absolutely. And they're doing,they're doing such cool things too. That's curious about that example. Doyou think, do you think um creating a community has been one of the goals ofthat community is to get more data or is that do you think that maybe it'snot related? Um I think it definitely is a goal forsure. For sure. I mean, they they talked with pellets on themselves,talks a lot about capturing first party data um and how important that is andthat's uh you know that's I think even their cmoS is it's the first party datais not the party that you want to miss. So I heard you say that before, which Ithought was quite comical, but I'm sure that's part of their of theirobjectives interesting. So talking a lot about tracking data, what tools doyou need to track this data? Uh Typically you know, you're looking at acrm like salesforce doesn't have to be Salesforce but a Crm where you'retracking customer and prospect data also a tool now that a lot of peopleuse that we use as well is a customer data platform. So we provide actuallyactually provides a customer data platform. And so by keeping track ofyour data in the customer data platform integrates nicely with sales sports,you'll be able to segment out your customers and again, no a lot moreabout them so that you can figure out next next best action. The other Ithink tools to kind of think about when you look at tracking is both a B. M.Account based marketing as well as intent data tools. So think like we usesix cents, okay, allows us to track intent and so you're capturing all ofthat data early early on before someone's even a customer, you'refinding out information about them, You're tracking them, you know whatthey're looking for. Um and then you're able to again market to those folks.What about personalization? So personalization is another critical,right critical now for marketers in terms of personalizing the experienceand really personalized experiences, it's also about being mindful of howyou interact with your customers, right? And so that personalization can bemaking sure that you're using the right language, making sure that as marketerswe aren't talking and marketing jargon...

...anymore, we're getting rid of that kindof language that we're cutting to the chase and we're really providing valueand that's what our messaging should be and kind of cutting through all that isreally, really important. Yeah. Tell me more about cutting out jargon. This issomething that I think about all the time, especially as somebody as I forayinto the marketing world, since that's not my background, I'm like, you know,every conversation I'm Googling, I'm super, super interested to hear yourthoughts on the benefit of kind of losing that. Yeah, I think especiallyduring the past year and a half or so, we've we've all learned that you know,really being much more specific and personalized and getting rid of some ofthe jargon that maybe we, as marketers were guilty of in the past. Theyprobably was as well is really resonating with people. And we did umfor instance we did a survey in the past year, we surveyed about 1000people um and we asked various questions about terminology and freezesthat marketers have been using recently um to get their feedback on it. So thefunniest part, what the most interesting part was when we askedpeople, what are the phrases that you're annoyed with? One of the phrasesthat we know that should probably we should strike from our vocabulary thatpotentially we've been using quite a bit. And so we found out some data onthat. We found out some data on, you know, the slag and the terminology thatwe think we want to cut from the from the vocabulary. You wanna do? You wannahear what those are? Yeah, I wrote it so curious. Yeah. So that the surveydata revealed that a quarter of people find themselves annoyed by we're inthis together. Yeah. While 22% detest test. That's pretty strong, detest thenew normal. Oh yeah. I mean that I mean that in our particular survey ingeneral, men have a shorter fuse for these phrases that women going tomarketing. So my personal favorite that I want to strike from from ourvocabulary is the word pivot. What what are you? I'm so curious. What are yougoing to replace it by with? I don't think we have to pivot. I think it'sjust, let's just talk about what we're offering. Let's just talk about ourvalue is one word that I have to replace it with. Yeah, totally. I'm socurious what mine might be. I think I think something that I don't love isclose the loop, right? It's just nothing I would ever say inmy real, real life, but hey, it works and it's concise. So it totally, itprobably does the job. And I find myself saying those things to yeah, itis kind of, I always think that's kind of funny that sometimes we walk intothe business world and we take on a different set of language essentially.And yeah, fascinating, fascinating. We're in this together and the newnormal are out. That's right. Exactly.

So, so speaking of that, speaking ofknowing about your customers, what should the data tell us about customeractivity? You know, what, what are we supposed to gasoline from all thetracking we've done? I think what you should be able to get is the datashould tell you how to get them what they want when they need it. So it'sbased on wherever, you know, wherever your prospects or customers at in theirresearch journey. Because everyone is a researcher now, not by job title. Justwe all research writes the first thing that we do. So the data can tell youabout where are they at in their research journey, What are they lookingfor? What do they want and when do they want it Lynn do we need to be trackingall customer activity? Well, ideally, yes. I mean the importance of a cDP isto be able to understand your customers want and need. So the more data you cantrack. Yes, the better. Okay. And then that cdP is the customer data platform.That's right. Yes. Okay. So, so now I want to get into your world and getinto, you know, the horizon that you look out to. What results have you seenfrom using your data? Um I think the best examples I canprovide are the examples of some of our customers because there are also somepretty incredible stories. So um you know, I talked about lulu lemon usingour customer data platform, the customer data platform to um Toorchestrate individually relevant experiences for them. They were able toincrease their site visits by over 50%. They were able to increase attendanceto local events by over 25 And they told me that they've achieved about a15% increase in their baseline revenue from all their digital marketingactivity. Oh my goodness. Pretty incredible. I just read lululemon'squarterly, I think it's called a 10K. Or something like that. It's somefinancial thing. And can The understanding achieving a 10-15%increase in baseline revenue is massive, massive, huge, huge. That is that isawesome. Is awesome. You know, another good example of some results from usingcustomer data and a customer data platform is Godiva, another greatcustomer. They were able to double their email open rates. They tripledtheir email, click through raids amongst their boutique only shoppers.So they were able to really segment out their customers to know like theboutique customers um from other customers. I don't, I don't know whatyou would call it, non boutique customer, but in the chocolate world.But anyway, the boutique ones from the non boutique. And so they were able tooffer The right level of service, the...

...right level of promotions to thisparticular to the boutique shoppers, which they found paid off more asopposed to offering something to everybody. And only a certain number ofpeople that go for that offer. They were really able to segment and targetit. So they had an increased return on their advertising spend by over 600 fora Mother's Day campaign because obviously Mother's Day is a big timefor chocolate. Chocolate. Yeah, huge, huge results at that period of time bybeing able to segment. Wow sick over 600%. Oh my gosh. Yeah. Okay. Goingback to what I said earlier, a company that I would like a coupon from. That'sawesome. That's huge. And so many, so many moms must have just been delightedto receive some good. I I think so. Based on those numbers. Yeah,absolutely. That that and that all comes down to tracking the rightcustomer activity, having clean data and being able to know what yourcustomer wants when they want it. That is brilliant Olivia. That's exactlyright. I'm so glad. Okay for somebody wanting to do what you're suggesting?Where do they begin? What is Step one? What is Step two, I'd say? Probablystep one is always, you know, take a look at your data and go through acleansing exercise, clean your data, do something duping, decide the bestmethod to how to get that done. But I think that's first and foremost. Thesecond step. I really would recommend investigating a customer data platformbecause it really could be uh it really can be very uh world changing when itcomes to the marketing activity that you're doing and segmenting yourcustomers. So investigate the tools like a cdp sets of bulls around it.Maybe start small with segmenting out your customers. You can always do thecrawl, walk run approach. You know, you try segmenting, you try one campaign,you try another. And I think that's really kind of probably the best twoplaces to start. What's a way that somebody could try and go down thisroad and not see the results that you've seen, what's gone wrong for them.You know, I think if it's overall you just have general generally bad,terrible shape data. That could be right. Which is why we say use thetools do duping upfront. I don't I don't think people are going to havetremendous can't imagine people having tremendous failures. But if you have,if you don't have the clean data, it's harder to get best results awesome.Clean your data folks. Good dental hygiene. That's awesome. Lynn if therewas one thing that you would want listeners to take away from thisepisode, what are the big takeaways? I think it's, you know, personalizedexperience as much as possible. Let your day to tell the story and become adata driven marketer. So succinct. That is awesome. I feel like I've learned somuch. I'm so glad we got to talk. Thank... for joining me on GDP growth.Thanks for having me Olivia. It was fun. Absolutely. If before I let you go, ifthere's one way that listeners can connect with you, you can drop me anemail directly at Lynn dot ca posey at acquia dot com or you can just find meon linkedin. Perfect, Well, thank you again. Thanks. Olivia is the decision maker for your productor service at BB marketer. Are you looking to reach those buyers throughthe medium of podcasting? Considered becoming a co host of GDP growth. Thisshow is consistently ranked as a top 100 podcast in the marketing categoryof apple podcasts and the show gets more than 130,000 downloads each month.We've already done the work of building the audience so you can focus ondelivering incredible content to our listeners. If you're interested, emailLogan at sweet fish media dot com.

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