Data driven companies look at a broad range of information to optimize everything from their business processes to their digital marketing. They use people data to gain an understanding of their audience and how best to segment them in a digital age. When you use this data in your digital marketing efforts, you create a more relevant and personalized experience. Janrain found 85 percent of companies used personalization techniques to improve the customer experience. You can use people data to differentiate yourself from your competitors, but you need to understand how to effectively implement this data into your digital marketing campaigns.
Context from Identity vs. Attributes
Context matters significantly in your marketing efforts, and you gain many contextual clues from a person’s identity versus their attributes. Someone’s identity is who they are, and this remains consistent throughout the marketing process. The person’s identity never changes, but their attributes change based on context, such as going from the office to their home or switching from a desktop channel to a mobile channel. When you know the buyer’s context, you can optimize your marketing strategies.
Difference Between B2B and B2C Data
People data in B2B and B2C marketing display several differences. Buyer motivation is one significant area where B2C and B2B data differs. Hubspot found B2B buyers focus on efficiency and company expertise, while B2C buyers are on the lookout for deals. You have a longer buying cycle for most B2B purchasing decisions, and you’re rarely dealing with only one decision maker. Your B2C and B2B marketing efforts both benefit from people data, but you approach each market in very different ways.
Personas and Audience Segments
People data helps you identify audience segments and create buyer personas. While these two terms are sometimes used interchangeably, they represent two distinct concepts. An audience segment describes a group of potential customers you focus on, such as Chief Information Officers at technology startup companies. You identify broad characteristics of this market, such as their general demographics and pain points. You create buyer personas to make an in depth profile of people or groups that are close to making a purchase decision. You look at the challenges they face, the customer’s story and pain points unique to that persona. Typically, you lean on audience segments for your top of funnel marketing efforts and deploy buyer personas for the middle and end stages.
When you effectively implement people data into your marketing efforts, you can use a data driven approach to pinpoint what your customers want. As content personalization becomes the default expectation for buyers, you need to put your people data to good use in order to better serve your clients and your competitive positioning.