Challenge Number 1: The Human Factor

Especially in B2B companies, sales representatives are the most important channel of communication in the field. The information gathered during customer meetings must either be entered manually into the CRM system or transferred directly to the database via a mobile app. This requires trained employees who know which data must be recorded for further communication.

Challenge Number 2: Structured Data

People often confuse the mere possession of customer data with knowledge about the customer. The key is to store data from various sources and make it available in such a way that it can be processed automatically and the right conclusions can be drawn from it.

Challenge Number 3: Your Own Data

Instead of relying on third-party data, it is advisable to focus primarily on communication channels where companies are allowed to retain and reuse the data they collect themselves—for example, from email marketing or website analytics. This gives companies two key benefits: direct access to customers and data on their interests and preferences—such as purchasing and browsing behavior. This data can be used to gain valuable insights for personalized communication.

Challenge No. 4: Communication Strategies

The next step is to use these data-driven insights to develop and implement communication strategies. Anyone who wants to succeed in data-driven marketing and sales must not only collect and organize data, but also refine that data through specific actions.

Challenge Number 5: System Integration

The CRM system must be integrated with the rest of the data infrastructure and connected to a campaign management tool or similar solution. Thanks to marketing automation, this allows companies to control which customer receives what content, when, how often, and through which channel. Digital expert Nikolaus von Graeve says, «Digitalization is creating new sales and communication channels, which in turn leads to more touchpoints with the customer. However, a 360-degree view of the customer cannot be achieved overnight. Companies should first set short-term, medium-term, and long-term communication goals, assess their existing technical infrastructure and data, and only then begin developing a strategy for one-to-one multichannel communication.»

Well-maintained customer data is essential for personalized communication across all online and offline channels. Most companies treat their CRM system as a central repository for customer data, such as contact information or transaction details. But data alone does not result in a personalized customer approach. According to Nikolaus von Graeve, these five challenges must be overcome in the new year:

Challenge Number 1: The Human Factor

Especially in B2B companies, sales representatives are the most important channel of communication in the field. The information gathered during customer meetings must either be entered manually into the CRM system or transferred directly to the database via a mobile app. This requires trained employees who know which data must be recorded for further communication.

Challenge Number 2: Structured Data

People often confuse the mere possession of customer data with knowledge about the customer. The key is to store data from various sources and make it available in such a way that it can be processed automatically and the right conclusions can be drawn from it.

Challenge Number 3: Your Own Data

Instead of relying on third-party data, it is advisable to focus primarily on communication channels where companies are allowed to retain and reuse the data they collect themselves—for example, from email marketing or website analytics. This gives companies two key benefits: direct access to customers and data on their interests and preferences—such as purchasing and browsing behavior. This data can be used to gain valuable insights for personalized communication.

Challenge No. 4: Communication Strategies

The next step is to use these data-driven insights to develop and implement communication strategies. Anyone who wants to succeed in data-driven marketing and sales must not only collect and organize data, but also refine it through targeted actions.

Challenge Number 5: System Integration

The CRM system must be integrated with the rest of the data infrastructure and connected to a campaign management tool or similar software. Marketing automation makes it possible to control which customer receives what content, when, how often, and through which channel.

Digital expert Nikolaus von Graeve: «Digitalization is giving rise to new sales and communication channels, which in turn leads to more touchpoints with customers. However, a 360-degree view of the customer cannot be achieved overnight. Companies should first set short-term, medium-term, and long-term communication goals, assess their existing technical infrastructure and data, and only then begin developing a strategy for one-to-one multichannel communication.»