SalesTech and MarTech Platforms: Offer Customers a 360-Degree View

For data scientists and product managers in the SalesTech and MarTech sectors, the importance of offering customers a near-360-degree view of their leads can’t be overstated. Gaps in data inevitably cause headaches for marketing and sales professionals: Inaccurate or incomplete contact information means that they must take on the time-consuming burden of finding a way to contact a lead. If demographic data is missing, they might find themselves forced to craft one-size-fits-all, non-personalized messaging that fails to address the specific problems of important customer segments. 

In fact, a recent study of 396 marketing decision makers found that 21 cents of every media dollar spent was wasted due to bad data, and that 32% of their marketing teams’ time is spent managing data quality.

As much as SalesTech and MarTech platforms would like to provide a 360-degree view, it’s obvious that, at least currently, most don’t. 

Take, for example, what many of us do when downloading a piece of collateral from a company website: we use a personal email because we’re not yet sure if we want to enter the company’s sales funnel. Most SalesTech and MarTech platforms lack the ability to connect a personal email to a business email account, much less a mobile phone number.

Pipl data helps solve that problem. We maintain an index of over 3 billion online identities, with unmatched global, email, mobile phone, and social media coverage.

• Global coverage in 150 countries
• 1.7 billion email addresses
• 1.9 billion mobile phone numbers
• 4 billion social media usernames

By enriching their contact records with Pipl data, SalesTech and MarTech platforms can fill-in the gaps in their information and uncover a connection between skimom99@gmail.com and the person’s business email address, employment history, age, gender, and physical address. 

These customer segmentation (KYC) insights enable sales and marketing professionals to know who to focus their efforts on and how to craft their messaging. 

After all, skimom99 may also be a C-level executive, and when she does decide to enter your sales funnel, your customers will want to be ready. 

Want to learn more? Download our Ebook to discover why companies like LeadIQ and Selling Simplified have chosen to enrich their contact records with Pipl data.