The B2B CDP

Whatever customer data solutions a B2B adapts, they need to remain flexible enough to sync the types of data that each system relies on. Some B2B-focused CDPs maintain enough flexibility to do this, while others are constrained by rigid data models and definitions of a “customer.” The warehouse is fully configurable, providing a flexible foundation for Data Activation to downstream platforms.

Powering B2B from the Warehouse: The Composable CDP

The data warehouse is comprehensive: it can incorporate the diverse data required by B2B enterprises and unify it into a variety of identity and entity profiles. Leveraging a Reverse ETL platform like Hightouch enables companies to sync data from their warehouse to their existing operational systems. Reverse ETL allows organizations to define precisely which data goes to each destination for each use case, such as account lead scores for sales teams or customer emails for support teams. This combination of a warehouse with an activation platform creates a Composable CDP, delivering the outcomes of a traditional CDP, powered by the comprehensiveness and configurability of the data warehouse. You bring the power of a CDP to your existing data, rather than bringing your data into a separate CDP.

At its core, the Composable CDP embraces a flexible data modeling approach that empowers B2B enterprises to handle intricate relationships, such as accounts and objects, with ease. By enabling personalized data structures and entity relationships, B2B companies can gain a comprehensive understanding of their customers and make data-driven decisions.

Moreover, the Composable CDP prioritizes data security and compliance, ensuring that sensitive B2B transactions remain protected and adhere to regulatory standards. All data is stored directly in the company’s governed warehouse, unlike the separate data storage required by traditional CDPs.

The Composable CDP is also quick to implement, connecting data from the warehouse to downstream tools in just minutes of setup. It’s easy to continue to add and modify connections, so it’s easy for companies to keep their data integrations up-to-date as their needs and strategy continue to evolve. With the Composable CDP's ability to scale and adapt to future business needs, B2B enterprises can confidently navigate the evolving landscape and unlock boundless possibilities for data-driven success.

B2B Composable CDP Customer Stories

• Ramp, a finance automation platform, achieved a 25% increase in new business by leveraging a Composable CDP. Snowflake provided a scalable single source of truth, reducing costs and improving transformation speeds. With Hightouch, Ramp's outbound automation team drove 25% of all sales pipeline through personalized prospecting. Hightouch also enriched data in Salesforce, HubSpot, and Outreach, optimizing return on ad spend and automating underwriting and application processes.
• Gorgias, an e-commerce helpdesk solution, drove a 60% lift in customer acquisition with Hightouch and their data warehouse, BigQuery. Gorgias built centralized customer models and enriched them with predictive modeling and lead scoring within BigQuery. Gorgias relies on Hightouch to power ad platforms and outbound channels such as HubSpot with this customer data, optimizing all marketing efforts.
• Vendr, a SaaS buying platform, has streamlined all of its operations with a Composable CDP. Vendr creates entity models in Snowflake with dbt, and keeps profiles updated with information like deal stage. Hightouch powers lifecycle marketing platforms with changes to each of these models and predictions, automates operational messages in Slack, and syncs financial data directly to Google Sheets for quarterly reporting.
• Lucid, a visual collaboration suite, increased ROAS by 52% and increased new users by 37%. Lucid built a Customer 360 in Snowflake, and then leveraged Hightouch to power advertising with these customer profiles and optimize bidding in Google Ads.

In many ways, we developed our tech stack with a vision for the future, but we also wanted to solve the problems we have now. The problem with any out-of-the-box analytics suite is that you are restricted to only doing what it supports natively. CDPs are not extensible to what you want them to do.

Weston Rowley

Director of Strategy & Analytics

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Lucid

Data is core to our business. Taking that data and putting it in the right place at the right time is key and that is exactly where Snowflake, Hightouch, and dbt help.

Erik Edelmann

Senior Analytics Engineering Manager

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Vendr

Conclusion

B2B companies face unique challenges in managing customer data, requiring a tailored approach to drive growth and enhance customer experiences. The data warehouse is best equipped to meet the complex data needs that vary between each B2B company. The Composable CDP leverages the data warehouse to offer unparalleled flexibility, scalability, and data security, empowering B2B enterprises to handle intricate relationships, gain deep customer insights, and streamline operations.

Interested in learning more? Schedule a demo with our team today.