How to improve your B2B marketing - insights from FirstHive's CEO
Forrester’s Q1 2019 report titled “New Tech: B2B Marketing Data Management Solutions” identified FirstHive as one of the promising early stage, emerging New Tech Data Management Solutions for B2B marketers. In this conversation, I was able to understand the trigger for FirstHive's creation and to see a little into the future with their CEO, Aditya Bhamidipaty.
Aditya Bhamidipaty (FirstHive’s CEO) explains the importance and value of a Customer Data Platform (CDP) for brands needing to build persistent customer identities through aggregating data from across all sources of customer interactions and customer transactions. (viz. ERP, CRM, Website, Social, PoS, mobile app, customer care, etc.)
He also explains how FirstHive's proprietary algorithms pull and integrate customer data collected from multiple touchpoints and create customer identities for marketers to make better decisions.
Given the fierce competition for our business and loyalty, it was interesting to gain an insight into the technology that is increasingly steering our interactions - online and in store.