Marketing data philosophy — Kevin Tate // Clearbit
- B2B
- Data & Analytics
- Marketing Analytics, Data Provider
- Big Data, Growth Marketing, Marketing Strategy
- Part 1 Marketing data philosophy — Kevin Tate // Clearbit
- Part 2Unifying the MarTech data stack — Kevin Tate // Clearbit
- Part 3Cookies depreciation’s impact on data strategy — Kevin Tate // Clearbit
Show Notes
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02:12What Clearbit doesClearbit is a data activation platform helping companies to know their market. They also assist with improving customer acquisitions and conversions.
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02:41Understanding prospects and customers without firstClearbits technology provides everything you need to know about a company, without an email address or domain. Data is gathered using reverse IP lookup and AIML.
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04:08Addressing the market using dataSales and marketing teams can identify customer profiles for prioritization. Plus, interactions can pick up where they left off when customers engage with your website or new sales reps.
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05:51Data and its role in the MarTech stackIdeally, determine the reason for data collection before starting the process. The focus should be on how the data can be used to identify and engage with the ideal customer profile (ICP).
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09:15PerformanceData can be used for target market precision when its put in the context of the customer. From there, it can tell you a lot about a company and how your solution may fit into their ecosystem.
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11:19Companies using data as a foundationCompanies are ensuring that data is consistent and reliable across marketing, sales, customer success, and operations. Thus allowing them to focus on optimizing for revenue operations.
Quotes
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"When someone lands on your website, we can very often say, they're from this company. And here's everything you need to know about that company, even before you have their email address or their domain." -Kevin Tate, CRO, Clearbit
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"For sales and marketing teams that are working together to address a market using data,it comes down to prioritization and personalization." -Kevin Tate, CRO, Clearbit
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"The availability and role of data in the MarTech stack has become more on tap. Opening a lot of possibilities for real-time intelligence use and activation of data on different apps and touchpoints." -Kevin Tate, CRO, Clearbit
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"It pays dividends to think about what data you want to collect and what you're going to do with it before you start. Because it focuses the activity and the outcomes." -Kevin Tate, CRO, Clearbit
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"A company that has Salesforce, Marketo, or HubSpot at its core that tells you a lot about the type of company and other solutions that might be a fit." -Kevin Tate, CRO, Clearbit
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"Just a little data can go a long way when it's put in the context of customer or target market precision." -Kevin Tate, CRO, Clearbit
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"The philosophy companies gravitate towards is data foundation. How do we make sure we have consistent, reliable, fresh, complete data across marketing, sales, customer success, and operations?" -Kevin Tate, CRO, Clearbit
- Part 1 Marketing data philosophy — Kevin Tate // Clearbit
- Part 2Unifying the MarTech data stack — Kevin Tate // Clearbit
- Part 3Cookies depreciation’s impact on data strategy — Kevin Tate // Clearbit
Up Next:
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Part 1Marketing data philosophy — Kevin Tate // Clearbit
Kevin Tate, Chief Revenue Officer at Clearbit, discusses why brands need data-driven marketing philosophies. Business success is dependent on data and we’re in an age where it’s not enough to just collect the data. Rather, organizations should be thinking about more effective ways to use that data across multiple channels. Today, Kevin talks about marketing data philosophy.
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Part 2Unifying the MarTech data stack — Kevin Tate // Clearbit
Kevin Tate, Chief Revenue Officer at Clearbit, discusses why brands need data-driven marketing philosophies. Ensuring that your MarTech stack keeps up with all the different channels and apps is definitely a challenge. Which begs the question of whether you should be unifying your MarTech stack or making those touchpoints smarter. Today, Kevin talks about how to unify the MarTech stack.
Play Podcast -
Part 3Cookies depreciation’s impact on data strategy — Kevin Tate // Clearbit
Kevin Tate, Chief Revenue Officer at Clearbit, discusses why brands need data-driven marketing philosophies. As the end draws closer for third-party cookies, the way we gather customer data will inevitably be impacted. This also means companies will need to rely heavily on any data tracking and attribution they conduct in-house. Today, Kevin talks about cookie deprecation’s impact on data strategy.
Play Podcast
