B2B DATA MANAGEMENT

Maturity Model

STAGE 4 - Customer
STAGE 3 - Integrated Management
STAGE 2 - Marketing Marketing
Automation
Component STAGE 1 - Basic

Coordinate & personalize prospect

Coordinate and personalize prospect
and customer treatments across all
Coordinate prospect treatments treatments across email, web, call center
Marketing channels for entire lifecycle; Base treat-
Un-coordinated Prospecting between email and web forms; Person- & other channels; Automatically pass
Capabilities Campaigns in Each Channel alize email and web forms; Report on leads from marketing to CRM; Segmen-
ments on data synchronized across all
Supported channels in real-time; Select treatments
marketing-generated leads tation and campaign triggers based on
during real-time interactions on web,
behavior across all channels
mobile apps, call center, etc.

Email, web forms, web visitor

Ingestion Email, web forms & web visitor behavior; behavior, CRM, call center &
(Data Shared Email, web forms and website visitor CRM, call center & external enrichment; external enrichments; Company
None
in Marketing behavior Include unstructured data elements (e.g. operational systems (order
Database) search terms, social media posts.) processing, customer service,
accounting, product usage, etc.)
 B2B DATA MANAGEMENT
Maturity Model
Component STAGE 1 - Basic STAGE 2 - Standard
Associate anonymous behaviors with
Association None cookie; Match email address to cookie
after email address is provided
Segments and behavior categories
Organization None based on user-defined queries against
marketing automation system
Email lists are extracted directly from
marketing automation; Reporting
tools can access limited marketing
Exposure None
automation data; May be API access
to marketing automation data, usually
limited
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STAGE 3 - Comprehensive STAGE 4 - Cutting-Edge
Associate anonymous cookies with email
Associate across anonymous cookies,
from MA and CRM; Use email to match
data from MA, CRM & other systems; Use
email, devices, CRM IDs, etc.; Use
external data to find additional matches
external data to find additional matches
Segments are based on user-defined
queries, predictive model scores and
Segments are based on user-defined behaviors across all channels; System
queries, predictive model scores & behav- applies automated methods to classify
iors across channels products, content and other items;
System tracks trends in model scores
and other derived variables over time
Lists for email, mobile, ad retargeting,
Email, mobile, retargeting, social, CRM,
social and other sources extracted
and other systems can extract data
from marketing database; CRM
from marketing database or connect
system receives limited contact data
via APIs; Automated analysis tools can
(name, address, lead score, etc.) from
marketing database; CRM users can
scan database for significant events or
predictive data relationships; Users can
view contact behavior details stored in
construct personal custom dashboards
MA, but details are not loaded to CRM
and receive alerts about specified
system; Reporting tools can access full
events
marketing database through APIs
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