Business marketers are catching up with consumer marketers in Customer Data Platform deployments, according to a global member survey by the Customer Data Platform Institute. The survey found that 41% of companies selling to consumers are in the process of deploying a CDP, compared with just 19% of companies selling to business. This article is copyright 2019 The Best Customer Guide.

But 34% of the B2B companies plan to start deployment within the next twelve months, compared to only 19% of consumer brands.

Other survey finding suggest the change is coming just in time:

  • Business marketers are more likely than consumer marketers to rely on CRM or marketing automation systems to unify their customer data (22% vs 8%).
  • Business marketers using CRM or marketing automation in this way have below-average satisfaction with their martech investments.
  • CDP users have higher satisfaction than non-users among both business and consumer marketers.
  • Consumer marketers have more fragmented data than B2B marketers, with 62% reporting many disconnected systems compared with 48% of B2B marketers.
  • An inability to assemble unified customer data is the most-cited obstacle to using customer data well, listed by 63% of respondents compared with incapable delivery systems (54%) or inaccessible source data (47%).
  • A unified customer view is the most important CDP benefit, listed by 86% of respondents. Many fewer cited applications such as predictive modeling (59%), message selection (49%) or cross-channel orchestration (49%).
  • Companies with a specialized martech manager or staff are more satisfied with their marketing technology results than firms where marketing technology is run by a central IT department or left to individual groups within marketing.

A free copy of the complete report is available at https://lp.cdpinstitute.venntive.com