The 5 benefits of using a CDP with marketing automation

Buyer information platforms (CDPs) have turn out to be a should for a lot of organizations by serving to them arrange, handle, and make sense of their buyer information. However, to really see worth from that information, entrepreneurs nonetheless have to activate it throughout channels.

Which means marketing automation platforms are the opposite important piece of delivering distinctive buyer experiences that drive income and retention. 

These platforms have been round for many years as standalone options. Nonetheless, many CDPs have began to include automation capabilities — whether or not by constructing them in-house or by buying different corporations. This allows groups to unify their information and activate it by constructing and automating campaigns utilizing only one resolution.

On this information, we’ll discover the advantages of this unified method with real-life examples from corporations that use Insider — our enterprise CDP and omnichannel automation resolution. 

For those who’d like an in depth take a look at Insider, visit our website or try the platform yourself.

Buyer information platforms: Set a strong basis for efficient advertising and marketing campaigns

CDPs are software program options designed to combination buyer information from varied sources right into a single database. The information sources might be each on-line and offline — like analytics instruments, buyer relationship administration (CRM) methods, APIs, and PoS gadgets.

For instance, our enterprise CDP can ingest information from any on-line and offline supply. We’ve got pre-built connectors for 100+ instruments throughout 20+ classes, so groups can simply combine the CDP with the remainder of their advertising and marketing expertise stack.

At this time, CDPs are a should for a lot of data-driven entrepreneurs as a result of they resolve the large problem of information silos. As an alternative of getting to leap between and combine totally different options, CDPs allow entrepreneurs to have all related marketing campaign information in a single handy place.

CDPs use this information to create 360-degree customer views. These views comprise all the pieces you realize about every buyer — together with their names, demographics, places, telephone numbers, purchases, web site interactions, and far more. 

For those who’re working with a platform that gives AI-powered predictions, you’ll additionally get precious predictive traits, reminiscent of probability to buy, probability to have interaction on a particular channel, low cost affinity, potential spending, and extra.

Study extra: Everything you need to know about predictive marketing.

Briefly, CDPs provide the basis for operating data-driven, personalised, and high-converting advertising and marketing campaigns. Most of them additionally include segmentation and analytics capabilities that make it easier to goal the precise clients and analyze your outcomes. 

Advertising automation: Put your information into motion

Advertising automation is a broad time period that encompasses instruments and strategies used to automate workflows and streamline processes. Yow will discover automation capabilities in most advertising and marketing and gross sales options — from easy electronic mail advertising and marketing instruments to CRMs, content material administration methods (CMSs), and omnichannel platforms.

Nonetheless, for an automation technique (or some other advertising and marketing technique) to supply the specified outcomes, it must be based mostly on dependable information. For example, for those who’re constructing an automatic advertising and marketing marketing campaign geared toward driving purchases, you’ll have to base it on:

• Prospects’ wants, pursuits, and former purchases.
• Their preferences when it comes to channels and call occasions.
• The outcomes from earlier related campaigns.
• And different information factors.

As we mentioned, CDPs excel at placing that info collectively in a single place. This makes it attainable to construct automated campaigns based mostly on the complete understanding you’ve of every buyer, with out lacking key info.

Listed below are three fast examples of corporations that used data-driven automation to realize vital enterprise targets:

• Remix: This massive retail firm constructed a three-step automated electronic mail marketing campaign geared toward educating new leads and nurturing them to make their first buy. These guided data-driven journeys led to a 104% enhance in first purchases in comparison with the earlier quarter.

• Picniq: This journey model used automated WhatsApp messages and journeys to recuperate misplaced income from browser abandoners and generate extra return clients. These campaigns helped Picniq obtain an 80% open price and 5x ROI from their WhatsApp efforts.

• Slazenger: This sportswear model was trying to resolve key challenges like lowering cart abandonments and engaging customers to return again to the location. To do this, they constructed automated and personalised journeys throughout internet push, electronic mail, and SMS. The end result was a 49x ROI in eight weeks and 40% recovered income in a single marketing campaign.

Put merely, advertising and marketing automation platforms can use the unified information that CDPs maintain to ship related content material, messages, and product suggestions in any respect phases of the shopper journey.

5 key advantages of utilizing a CDP with advertising and marketing automation capabilities

Conventional Information and Analytics CDPs have been primarily constructed to combination buyer information, resolve omnichannel identities, and cross that information to different platforms for activation. Briefly, they largely centered on use cases like information administration and consolidation, with out providing activation channels or advertising and marketing automation instruments.

As we mentioned earlier, newer Marketing campaign (or Activation) CDPs change that by including automation and personalization instruments as a part of their providing. Within the sections under, we’ll discover 5 important advantages of this consolidated method for digital advertising and marketing groups.

Word: For a extra detailed rationalization of the variations between these CDP sorts, examine our information to the best customer data platforms on the market.

#1 Simplified martech stack

Martech bloat is among the many largest challenges going through entrepreneurs as we speak. Between level options (e.g., email marketing platforms, push notification tools, messaging channels options, and so forth), CDPs, CRMs, CMSs, and analytics platforms, groups typically spend hours of their week simply managing software program. 

Plus, they need to additionally preserve observe of pricing plans and renewals, which makes the method much more time-consuming.Utilizing a CDP with built-in advertising and marketing automation capabilities and activation channels helps you to keep away from that subject. For instance, Insider affords an enterprise CDP together with a advertising and marketing automation resolution for 12+ channels like internet, cellular app, electronic mail, push notifications, SMS, social media adverts, and extra.

In consequence, groups can unify their martech stack, which will increase productiveness, effectivity, and cost-effectiveness. Many of our customers spotlight that as the most important advantage of working with our enterprise advertising and marketing platform.

#2 No extra information silos

Information silos are a giant downside for organizations utilizing fragmented advertising and marketing stacks. 

Every resolution holds vital information about customers’ interactions, wants, and preferences and when that info isn’t unified, entrepreneurs find yourself working based mostly off an incomplete image of the shopper journey. This leads to campaigns that aren’t related to clients and produce low engagement, conversion charges, and income.

Conventional CDPs have been constructed to unravel this actual downside. By bringing collectively all that information in a single place and creating 360-degree buyer profiles, CDPs break down information silos to make sure you have a basis of dependable information to your campaigns.

Fashionable Marketing campaign CDPs take issues additional by additionally incorporating the channels and automation instruments it’s worthwhile to put that information into motion. This implies you don’t have to ship your information to third-party options with the intention to activate it. 

As we mentioned, with a platform like Insider, you’ll be able to unify your information and run campaigns throughout 12+ channels. That method, all vital information, like buyer interactions, earlier purchases, conversion charges, drop-offs, and far more, is in a single place.

For instance, NA-KD is without doubt one of the corporations that skilled the advantages of this method to advertising and marketing. On account of a fragmented tech stack, this vogue model couldn’t make the most of their buyer information to its full potential. Insider enabled NA-KD’s advertising and marketing group to combination buyer info and activate it throughout channels like electronic mail, internet push, app push, and SMS.

This led to the creation of really personalised campaigns and cross-channel experiences that resulted in a 25% enhance in buyer lifetime worth (CLTV) and 72x ROI in simply 12 months.

For extra particulars, you’ll be able to take a look at the complete NA-KD case study on our site.

#3 Sooner marketing campaign creation

Gradual marketing campaign creation is one other massive draw back of fragmented martech stacks. 

Having to navigate a number of options, arrange information flows, and depend on IT groups usually makes launching campaigns far more tough than it must be. Utilizing a CDP with advertising and marketing automation capabilities and no-code templates solves that subject. 

For instance, Spotlight Retail Group (SRG) is a world company that wished to launch campaigns to offer distinctive experiences throughout a various buyer base. 

Nonetheless, that proved tough as their information and martech stack have been fragmented. Marketing campaign creation was closely reliant on IT groups, so SRG needed to spend a prolonged 30 days from ideation to launch.

Insider solved that downside by:

• Unifying their information and creating correct, unified buyer profiles. 
• Giving SRG the instruments to activate that information and automate campaigns throughout channels. For instance, SRG’s automated web site and internet push product suggestions led to a 37x ROI.
• Offering real-time information and insights into marketing campaign efficiency, which allowed SRG’s group to make obligatory modifications on the spot.

This, mixed with the flexibility to launch campaigns with no need tech assist, enabled SRG to realize an 80% discount in marketing campaign launch occasions. For his or her full story, take a look at the SRG case study on our site.

#4 Exact buyer focusing on

Customer targeting is the method of specializing in a particular group of consumers to have interaction them with related content material, messaging, and product suggestions. It helps you to personalize your campaigns, join together with your buyer base with larger precision, and maximize your advertising and marketing efforts. 

Put merely, focusing on the precise clients is crucial for any advertising and marketing marketing campaign. Nonetheless, that may be unattainable to do in case your buyer information is scattered throughout a number of instruments and platforms.

Once more, trendy Marketing campaign CDPs make buyer focusing on a lot less complicated since all the data you want is in a single place. In addition they constantly accumulate new information as clients work together together with your model throughout your web site, cellular app, emails, and messaging channels.

This implies you’ll be able to create automated campaigns aimed on the proper audiences and optimize them over time based mostly on clients’ evolving wants, pursuits, and preferences. 

For instance, when you have an eCommerce retailer, you’ll be able to construct automated flows that set off messages (e.g., push notifications, emails, and so forth) after customers add an merchandise to their wishlist with out buying. It is a nice option to get individuals again to your web site or app and recuperate doubtlessly misplaced income.

You too can regulate your automated flows in real-time based mostly on how clients work together with every message. For example, you’ll be able to depend on the facility of AI to:

• Ship messages on the time they’re probably to see and click on on them. That is attainable because of Ship-Time Optimization — an AI-based functionality that analyzes buyer behaviors and routinely triggers every message on the most acceptable time.
• Ship the message on a distinct channel. Utilizing the Subsequent-Greatest Channel function, you’ll be able to routinely set off messages on varied channels for every buyer, relying on their preferences. This will drastically enhance the prospect that clients will see and interact together with your messages

Briefly, having dependable information, automation instruments, and AI-powered capabilities underneath one roof helps you goal the precise clients, on the proper occasions, with the precise content material at every step of their journeys. 

For those who’re , we discover this subject in additional element in our guides to:

#5 Correct insights and analytics

The ultimate massive advantage of utilizing a CDP with advertising and marketing automation capabilities is having correct marketing campaign efficiency info in a single place. This removes the necessity to combine and leap between level options, automation instruments, and devoted analytics software program to see the outcomes of your advertising and marketing efforts.

For instance, for those who’re utilizing Insider, you get entry to our customer journey analytics software with detailed insights into all features of your campaigns. From right here, you can begin with a high-level overview of all campaigns in a single place.

Then, you’ll be able to dive deeper into every automated stream or marketing campaign by monitoring what number of customers entered every step, what number of of them dropped off, the entire conversions, the generated income, and far more.

Once more, these insights are based mostly in your unified information, so that you’re not lacking vital details about the shopper journey. You even have entry to behavioral analytics instruments that can provide you extra buyer insights, like:

• Cohort evaluation, which helps you to construct Retention Cohorts for any consumer habits, like web page visits, electronic mail interactions, purchases, and extra. This makes it preferrred for uncovering the long-term worth of buyer segments and understanding how one can constantly preserve them engaged.

• Message frequency and channel reachability analytics, which can assist you inform your automation strategy. You should utilize these instruments to seek out which channels vital viewers segments want to make use of and the way typically they wish to be contacted, so you’ll be able to regulate your automated flows and campaigns accordingly.

Put merely, the shopper journey and behavioral analytics instruments provide the insights obligatory to investigate your automated campaigns and optimize their efficiency over time.

Use Insider to unify your information, automate campaigns, and personalize each buyer touchpoint

Insider is our unified marketing platform preferrred for midsize and enterprise companies trying to:

• Mixture their buyer information into an industry-leading CDP, resolve omnichannel identities, and get 360-degree buyer views. 
• Get entry to 12+ activation channels, together with internet, cellular app, electronic mail, SMS, WhatsApp, push notifications, web site search, on-line adverts, and extra.
• Use a flexible customer journey builder and no-code templates to create varied automated flows and campaigns throughout all channels.
• Analyze marketing campaign outcomes and interactions throughout the whole buyer lifecycle with our buyer journey analytics software program.
• Maximize their advertising and marketing efforts and finances by utilizing one platform to construct, automate, and analyze campaigns throughout all buyer touchpoints.

Moreover, our platform affords a number of the most superior personalization capabilities available on the market. You should utilize them to create distinctive buyer experiences by displaying the precise messages to the precise audiences, on the precise channels, on the proper occasions.

For instance, you need to use Insider’s AI-powered Smart Recommender to routinely ship personalised product suggestions throughout your web site, cellular app, and messages on different advertising and marketing channels. It is a nice option to enhance conversion charges, generate extra income, and maximize your advertising and marketing spend. 

Lastly, clients additionally rank Insider as the perfect resolution with regards to ease of setup, ease of use, and buyer assist high quality. Our skilled buyer assist groups, pre-built templates, and integrations guarantee you will get began with Insider and see worth from our platform as quick as attainable.

Schedule a demo with our team to learn the way Insider can profit your enterprise particularly.