2019 was the year when Customer Data Platforms finally arrived in B2B after proving tremendous value in B2C for several years.
The CDP Institute’s latest research indicates that 30% of B2B marketers have CDP deployment underway or complete and another 34% of B2B companies plan to start deploying a customer data platform (CDP) in the next year, compared with just 19% of B2C companies.
B2Bs have significantly longer and more complex sales cycles that create huge volumes of data, and the relationship-driven nature of B2B business requires a persistent and holistic view of the customer across the entire customer journey.
If you are still not yet familiar with CDP technology and wonder why you might need one for your B2B marketing, below is a short description and the entire 2019 in review.
We hope you find it useful.
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