The latest release from the leading B2B customer data platform focuses on helping go-to-market teams connect data across silos, for more intelligent orchestration of targeted and impactful customer experiences
Leadspace, the leading B2B customer data platform (CDP) provider, announced details of its Fall product release, capping off a banner year of innovation. Most notable among the Fall highlights is a new, advanced set of capabilities for automated ingestion of 1st-party data, and other custom sources, to create unified customer profiles for use across systems.
Leadspace customers will be able to more easily onboard 1st-party data that will then be active and available to the Leadspace CDP for use in AI modeling, scoring and analytics, as well as activation within systems like CRM, marketing automation, ad platforms, and more. Customers can use data on engagement, product use, relationship, and other information unique to their business to power real-time orchestration of activities and processes. Decisions about how to route leads, assign nurture programs, segment for campaigns, and personalize interactions can now be made with all the intelligence of the CDP and a complete customer view.
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“Getting a complete view of the customer is critical to improving the customer experience for B2B,” notes Doug Bewsher, CEO at Leadspace. “Buyers no longer tolerate generic and impersonal content and interactions. Our Customer Data Platform gives B2B marketers a real path to being able to orchestrate the ideal customer experience at scale. Improving the ability to ingest 1st party data makes that even more powerful because it is unique to each of our client’s journey with their customers.”
The Fall 2019 release also includes continued innovation in the Leadspace for Salesforce app. As more customers search for a replacement for the soon-to-be-sunset Data.com Clean product, they’ve turned to Leadspace to solve the data challenges still inherent in CRM. The new Triggered Sync feature allows for real-time and on-demand matching and enrichment of records. For example, an account record that is newly created or updated, upon saving, would call the Triggered Sync feature to find the latest matching data on the Leadspace CDP and update in Salesforce. Coming mid-release, at the end of this year, the product team plans to incorporate a user-interface component — a ‘Sync’ button to allow for on-demand data stewardship on individual records.
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Also in the Fall release, the Leadspace On-Demand app will now include enhanced Ideal Customer Profile (ICP) Analytics, to help accurately select the right accounts and personas to target – a critical capability for Account-Based Marketing. These interactive and filterable reports display customers’ company, person, and intent data along with conversion and revenue data to uncover which categories and segments have performed well historically. Also in Leadspace On-Demand, the feature for creating new segments based on company lookalike now supports suppression.
As customers continue to realize the value of CDPs for B2B, and implement them to solve their biggest challenges, these and many other parts of the Leadspace platform are seeing rapid adoption and evolution. Customers like Extreme Networks, RingCentral, HPE, and more are using the ability to unify data and get a single view of their customers to truly impact customer experiences. The developments in the Fall 2019 release are making it ever more automated and easy to bring data from any source together in one place, do smart analysis and segmentation, and then activate it to orchestrate those personalized and productive interactions.
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