Summit Europe Sessions MOS and SOS_Gaining Clarity on the Elusive 360 View of the Customer

Gaining Clarity on the Elusive 360-Degree View of the Customer

Thursday 10 October 2019 | 14:00 - 14:40

Speaker(s):  Kerry Cunningham, Julian Archer

Syndicate(s): Track 3

Focus: Adopt

Priorities: Data Management

In an effort to retain customers and boost sales, b-to-b organisations constantly gather data and insights to provide a 360-degree view of buyer and customer behaviours and responses. Optimal marketing and sales operations use interaction data to prescribe next best actions that combine and coordinate marketing tactics and sales touches in the right mix at the right times. New technologies and processes are enabling capture of virtually all such interactions, and each of these interactions must contribute to a greater understanding of buyers and more productive future interactions. In this session, we’ll describe why all organisations need to work towards developing a more complete, more available view of their buyers, what approaches best-in-class organisations are adopting, and how organisations should begin or continue the process of developing this 360-degree view of the buyer.

This presentation will provide the following benefits for marketing:

● Learn how it’s possible to capture nearly every interaction with buyers and customers

● See how other organisations excel in assembling and making use of this rich data

● Learn how to determine where the gaps are in your current buyer view and how to fill them