Harnessing the Power of First-Party Data

Jun 27, 2023

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This episode features an interview with Megan McDonagh, CMO at Amperity. Amperity is a customer data platform company that helps B2C brands unify and stitch together their fist party customer data for effectiveness and efficiency in order to help companies attain and acquire customers. Megan is a seasoned marketing executive with over two decades of experience leading marketing teams in the high tech space.

In this episode, Megan dives deep into the world of first-party data. What it is, how you collect it, and how you can harness its power to create effective marketing strategies.

Key Takeaways

Unless your first-party data is stitched together, it’s almost impossible to understand your customer persona and create effective marketing strategies.
Education is necessary for defining personas, their problems, and the solutions to help them.
Approaching ABM strategies as a pyramid: who are the big players to go deep with? Who are the one to few? Who are the one to many?

Quote(s):

“How do you understand that and know that if you don't truly know who your customers are? You have data coming in from offline sources…but how do you know if that data is not all unified and stitched together? Unless that's done, it's really hard to understand how to build really effective marketing programs.”

Episode Timestamps:

*(04:07) - The Trust Tree: Why Amperity pushes for the unification of first-party customer data

*(22:35) - The Playbook: Megan’s uncuttable budget items

*(37:42) - Quick Hits: Understand your customer journey and what’s needed throughout the funnel

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

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