Bringing More of Your Data Together for B2B Audience Building and Segmentation
Digital marketing success requires constant improvement, but it’s not always easy to determine best next step toward achieving that improvement. That’s why Oracle developed the Marketing Maturity Model, which helps you determine where your organization is in developing its various capabilities and what should be done to enhance those capabilities.
In this post, Oracle CX Marketing Consulting’s Otilia Antipa discusses B2B audience building and segmentation capabilities and how to move from a siloed/departmental approach to a cross-channel approach.
For B2B audience building, she talks about how to achieve cross-channel data aggregation and how to reinforce your data acquisition by collecting communication preferences and profile data, doing progressive profiling, and taking other steps. For B2B segmentation, she discusses how to make more data-driven decisions and how to optimize and test on an ongoing basis.