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ABM_Oracle

Trend 3 Unified customer

Trend 3 Unified customer experience

Account-based data will form the common language between marketing channels and functional groups that unifies the customer experience There are more ways than ever for marketers to reach their desired audience. B2B marketers know that providing a consistent customer experience improves marketing impact and it’s only growing in importance. Gartner predicts that by 2020, customers will manage 85 percent of their relationship with an enterprise without interacting with a human. Despite knowing how important it is to their success, channel and device fragmentation have historically 3 prevented marketers from delivering coordinated, consistent customer experiences. Recent advances in Programmatic ABM are now bringing the vision of a unified customer experience within reach. Again, unifying the customer experience comes down to having the right data. Marketers have been successful at leveraging accountbased insights to create informed, personalized experiences within the email channel. This is because email address, account and other relevant insights are available. However, other marketing channels, particularly those associated with upper-funnel objectives, have largely lacked this level of insight and addressability. The challenge with upper-funnel marketing Data Driven B2B Marketing | 15

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