Get Even More Out of Customer Data

ABOUT THIS EPISODE

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

Yeah. Hi everyone welcome back to be to be growth. My name is Olivia Hurley and today I am joined by Lynn Capozzi who is the CMO at Acquia Lynn. How are you doing? I'm great thank you Olivia. How are you? I'm doing really well man, I'm so excited to talk to you because you have some really great ideas and insights about how B2B marketers can use their customer data and get the most out of it. I want to start just really basic. What do you mean by user data? Well, I think we all want to be data data driven marketers. Right? So um and I think all of us have learned the importance of data over time as marketers, there's no shortage of all the technologies that we have today with customers connecting by computers and mobile devices etcetera and all these different, all these different channels. So I think um you know the importance of data is is more and more important as time goes on. So of all the different channels that consumers are leveraging that makes it really difficult for marketers are job gets harder to deliver an experience that consumers today expect because they expect every experience they have with a brand to be like their experience with netflix. Got it. Okay, okay. So highly personalized. But also they have a lot of control as the consumer. Those kind of the two major. Yeah, I think that, yeah, Wolf said well put. So How can you tell that B2B marketers kind of generally aren't using the data to the full extent. Well, the biggest way we can tell is we survey people. So we have in the past two years that a survey of a couple of 1000 marketers, 1000 consumers and really ask them their experiences dealing with different brands to say are these Koreans meeting your expectations and are they? And for the most part, we hear back from consumers that no, that brands could be doing a much better job meeting customer expectations. And so...

...that alone tells us that, you know, not every 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 not delivering. The experience is totally that customers want. A lot of times, marketers can't even segment out their customers to determine things like what'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 good data hygiene, which is super important. Tell me about that. Tell me what that means. Well, it means that you have, you're able to track customer data and you know information about your customers. Um and you're not you don't have 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 of customer something about your customers, maybe their purchasing patterns or maybe what they've done in the past. Maybe it's there web searching history on your site. So it's a variety of different information about your customers. So typically how to B two B marketers use their data, what to what extent do they use their data today? I think what we see today from a lot of marketers 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 address particular segments and customer data. Yeah. I'm curious to take us on a little bit of a tangent here to go back to your mentioning consumers want their B2B experienced to be like netflix. What do you think about those expectations? Knowing marketing like you do? Is that something that every brand should be striving for? Is that possible? You know, what's your assessment of that expectation? Um I...

...think it's definitely something that all brands should be striving for. I don't care whether your B two B or B two C. I think that definitely is, you know, the bar that we as marketers should be setting really high. So definitely aiming for that bar and set that bar high and uh you know, making the best experience possible. I love that. Set the bar high. So what data do you need? Well, typically you need a couple 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, does anybody have 100% accurate data? No, no one does. But getting that data as clean as possible I think is really important. And then you can look at things like from your customers, what they're purchasing patterns are or what their 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 you know, all of those aspects of your of your customers and prospects. I say customers but it means both customers and prospects. Yeah, absolutely. So then is there is there data that you don't need or you know, data that you just 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 cleanliness is clean. That's probably the more important thing. Yeah. Absolutely. And curious, this is just not knowing much about how to clean up your data. Is that someone's job to go in and and siphon all of that out. Is it how what's the process of cleaning up your data? There's a couple of different ways you can do it. Can it be someone's job? Yes. Typically um what I've always done through my career is I've had marketing interns or students and a lot of their job is looking at data and cleaning up data. You know that could be going through Salesforce and cleaning up the salesforce dot com installation. So it could be a person. There are definitely tools that help de dupe as well. Um So it's you know it...

...could be accommodation of people um and tools okay so we know what data you need, we know why you need it. How do you put it to use? I think there are a couple of different ways. So once you know your data and you can segment out that should be the basis of what you're doing 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 more about knowing what the next best action to take as a marketer is. So you know what should you be offering that should be offering them a coupon. Should offer them a promotion, should be offering a sale or an extension on a certain price point. But knowing kind of the next best action to provide to your customers I think is important. And also the other way you put it to really good use, which I absolutely love is by providing value right, providing more value to your customers. So I'll give you a couple of examples and their examples from the past year than the lives that we've all been living. Uh And 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 went through the roof online, in the stores everywhere. So what they did is they provided a lot more value add to their existing customers. They did things like they put recipes online on the site, they provided baking classes online who wouldn't want to get a baking class. So it's really good. It's really good value additional value that they're providing to their customers. And because they know something about them and contract their data, then they know what to offer them. So someone who is someone maybe who you could tell had downloaded recipes in about muffins or maybe that famous sour dough type of starter kit thing. What everyone, everyone's making sour though. That's so true. Exactly. So maybe what you...

...then do is you provide you know the bacon class for how to make the starter kit because you already know something about them. So just a great example. Another one is um is lulu lemon. So when 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 between people 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 because they're keeping track of their customers, they know what to provide to them and offer to them because they know something about them based on the the 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 and it's so cool like just to see that the human aspect of of companies coming through really powerfully to, especially during and I would just like to say if I was if anyone has my data, I would like to say that the next specs action for me is a coupon. Exactly. You know, it was, you know, it was tracking probably more data than, I don't know, maybe not more. But a lot of 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 peloton user, the only device I think I've ever had, where I was very quickly, quickly willing to put in my age of my week because I wanted to be in that community and again, hollowed that customer data and it's really, really it'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. Do you think, do you think um creating a community has been one of the goals of that community is to get more data or...

...is that do you think that maybe it's not related? Um I think it definitely is a goal for sure. 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 and that's uh you know that's I think even their cmoS is it's the first party data is not the party that you want to miss. So I heard you say that before, which I thought was quite comical, but I'm sure that's part of their of their objectives interesting. So talking a lot about tracking data, what tools do you need to track this data? Uh Typically you know, you're looking at a crm like salesforce doesn't have to be Salesforce but a Crm where you're tracking customer and prospect data also a tool now that a lot of people use that we use as well is a customer data platform. So we provide actually actually provides a customer data platform. And so by keeping track of your 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 more about them so that you can figure out next next best action. The other I think 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 use six cents, okay, allows us to track intent and so you're capturing all of that data early early on before someone's even a customer, you're finding out information about them, You're tracking them, you know what they'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 experience and really personalized experiences, it's also about being mindful of how you interact with your customers, right? And so that personalization can be making sure that you're using the right language, making sure that as marketers we aren't talking and marketing jargon...

...anymore, we're getting rid of that kind of language that we're cutting to the chase and we're really providing value and that's what our messaging should be and kind of cutting through all that is really, really important. Yeah. Tell me more about cutting out jargon. This is something that I think about all the time, especially as somebody as I foray into 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 your thoughts on the benefit of kind of losing that. Yeah, I think especially during 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 of the jargon that maybe we, as marketers were guilty of in the past. They probably was as well is really resonating with people. And we did um for instance we did a survey in the past year, we surveyed about 1000 people um and we asked various questions about terminology and freezes that marketers have been using recently um to get their feedback on it. So the funniest part, what the most interesting part was when we asked people, what are the phrases that you're annoyed with? One of the phrases that we know that should probably we should strike from our vocabulary that potentially we've been using quite a bit. And so we found out some data on that. We found out some data on, you know, the slag and the terminology that we think we want to cut from the from the vocabulary. You wanna do? You wanna hear what those are? Yeah, I wrote it so curious. Yeah. So that the survey data revealed that a quarter of people find themselves annoyed by we're in this together. Yeah. While 22% detest test. That's pretty strong, detest the new normal. Oh yeah. I mean that I mean that in our particular survey in general, men have a shorter fuse for...

...these phrases that women going to marketing. So my personal favorite that I want to strike from from our vocabulary is the word pivot. What what are you? I'm so curious. What are you going to replace it by with? I don't think we have to pivot. I think it's just, let's just talk about what we're offering. Let's just talk about our value is one word that I have to replace it with. Yeah, totally. I'm so curious what mine might be. I think I think something that I don't love is close the loop, right? It's just nothing I would ever say in my real, real life, but hey, it works and it's concise. So it totally, it probably does the job. And I find myself saying those things to yeah, it is kind of, I always think that's kind of funny that sometimes we walk into the business world and we take on a different set of language essentially. And yeah, fascinating, fascinating. We're in this together and the new normal are out. That's right. Exactly. So, so speaking of that, speaking of knowing about your customers, what should the data tell us about customer activity? You know, what, what are we supposed to gasoline from all the tracking we've done? I think what you should be able to get is the data should tell you how to get them what they want when they need it. So it's based on wherever, you know, wherever your prospects or customers at in their research journey. Because everyone is a researcher now, not by job title. Just we all research writes the first thing that we do. So the data can tell you about where are they at in their research journey, What are they looking for? What do they want and when do they want it Lynn do we need to be tracking all customer activity? Well, ideally, yes. I mean the importance of a cDP is to be able to understand your customers want and need. So the more data you can track. 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 get into, you know, the horizon that you look out to. What results have you seen from using your data? Um I think the best examples I can provide are the examples of some of our customers because there are also some pretty incredible stories. So um you know, I talked about lulu lemon using our customer data platform, the customer data platform to um To orchestrate individually relevant experiences for them. They were able to increase their site visits by over 50%. They were able to increase attendance to local events by over 25 And they told me that they've achieved about a 15% increase in their baseline revenue from all their digital marketing activity. Oh my goodness. Pretty incredible. I just read lululemon's quarterly, I think it's called a 10K. Or something like that. It's some financial thing. And can The understanding achieving a 10-15% increase in baseline revenue is massive, massive, huge, huge. That is that is awesome. Is awesome. You know, another good example of some results from using customer data and a customer data platform is Godiva, another great customer. They were able to double their email open rates. They tripled their email, click through raids amongst their boutique only shoppers. So they were able to really segment out their customers to know like the boutique customers um from other customers. I don't, I don't know what you 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 to offer The right level of service, the...

...right level of promotions to this particular to the boutique shoppers, which they found paid off more as opposed to offering something to everybody. And only a certain number of people that go for that offer. They were really able to segment and target it. So they had an increased return on their advertising spend by over 600 for a Mother's Day campaign because obviously Mother's Day is a big time for chocolate. Chocolate. Yeah, huge, huge results at that period of time by being able to segment. Wow sick over 600%. Oh my gosh. Yeah. Okay. Going back to what I said earlier, a company that I would like a coupon from. That's awesome. That's huge. And so many, so many moms must have just been delighted to receive some good. I I think so. Based on those numbers. Yeah, absolutely. That that and that all comes down to tracking the right customer activity, having clean data and being able to know what your customer wants when they want it. That is brilliant Olivia. That's exactly right. 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? Probably step one is always, you know, take a look at your data and go through a cleansing exercise, clean your data, do something duping, decide the best method to how to get that done. But I think that's first and foremost. The second step. I really would recommend investigating a customer data platform because it really could be uh it really can be very uh world changing when it comes to the marketing activity that you're doing and segmenting your customers. So investigate the tools like a cdp sets of bulls around it. Maybe start small with segmenting out your customers. You can always do the crawl, 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 two places to start. What's a way that...

...somebody could try and go down this road 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 the tools do duping upfront. I don't I don't think people are going to have tremendous 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 there was one thing that you would want listeners to take away from this episode, what are the big takeaways? I think it's, you know, personalized experience as much as possible. Let your day to tell the story and become a data driven marketer. So succinct. That is awesome. I feel like I've learned so much. I'm so glad we got to talk. Thank you for joining me on GDP growth. Thanks for having me Olivia. It was fun. Absolutely. If before I let you go, if there's one way that listeners can connect with you, you can drop me an email directly at Lynn dot ca posey at acquia dot com or you can just find me on linkedin. Perfect, Well, thank you again. Thanks. Olivia is the decision maker for your product or service at BB marketer. Are you looking to reach those buyers through the medium of podcasting? Considered becoming a co host of GDP growth. This show is consistently ranked as a top 100 podcast in the marketing category of 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 on delivering incredible content to our listeners. If you're interested, email Logan at sweet fish media dot com.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1775)