How CDPs Can Help You Segment Smarter, Not Harder

April 11, 2024 Taran Brach

Ugh, that sinking feeling. You’ve poured your heart into crafting the perfect B2B marketing campaign, targeting the ideal decision-makers with pinpoint accuracy. But then reality smacks you in the face. Your customer data? Scattered across a dozen different platforms – website analytics, CRM, marketing automation software – a total mess.

Been there, done that, right B2B marketers? We feel you. Siloed data is the arch-enemy of effective campaigns. It leads to:

  • Wasted Hours: Juggling spreadsheets and piecing together customer journeys feels like an eternity. Time you could be spending on brainstorming killer campaigns. According to Gartner, 73% of marketers report wasting marketing budget due to poor data quality.
  • Off-Target Messaging: Blasting generic messages into the void? Not exactly a recipe for B2B marketing success. Siloed data means poor audience segmentation and missed opportunities. 60% of B2B companies admit to struggling to personalize messaging due to fragmented data.
  • Attribution Nightmares: Is your email campaign driving sales, or is it all thanks to that webinar you ran last week? Without clear attribution data, optimizing your marketing spend is like throwing darts blindfolded. 63% of marketers lack confidence in their ability to attribute revenue to specific marketing channels.
  • Inconsistent Customer Experiences: B2B buyers expect a smooth journey across all touchpoints. But with fragmented data, your messaging can be all over the place, confusing your audience. 80% of customers say the experience a company provides is just as important as its products and services.


A CDP takes all your customer data – website behavior, CRM info, social media interactions – and merges it into a single, unified profile for each account and contact. This gives you a complete picture of the customer journey, allowing you to:

  • Get a holistic view of each customer, so you can understand their needs and tailor your messaging accordingly.
  • Slice and dice your audience based on firmographics, technographics, and behavior. This laser-focused segmentation ensures your campaigns reach the right people at the right time.
  • Empowers your Account-Based Marketing (ABM) strategy by providing a 360-degree view of target accounts. Personalize campaigns, track progress effectively, and close deals faster.
  • Tracks customer interactions across the entire buying journey, giving you clear attribution data to optimize your marketing spend and maximize ROI.
  • Lets you orchestrate omnichannel marketing, delivering consistent messaging that resonates throughout the customer journey.


By implementing a CDP, B2B marketers can reap a multitude of benefits. The CDP Institute reports that CDP implementations can improve marketing campaign effectiveness by up to 50%. Gartner even found that CDPs can help businesses achieve a 156% ROI! Want to learn more about CDPs? Check out our CDP Services.

The post How CDPs Can Help You Segment Smarter, Not Harder appeared first on Demand Spring.

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