MARKETING
How Web3 Technology Will Impact the Future of Consumer Trends [Expert Insights]
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Many years ago, I waited hours in line after a concert to get a coveted Selena Gomez autograph.
After she signed my poster, I hung it up in my bedroom, where it felt like my most prized possession. Because, although plenty of other people had Selena’s autograph — no one had this specific one.
It was one-of-a-kind. And worth every penny I paid to attend the meet-and-greet.
And, although it may not seem like it at first, web3 technology — and how it will ultimately impact consumers — is actually very similar to my experience at the Selena Gomez concert.
Here, I spoke with three web3 experts to learn more about how web3 will impact the future of consumer trends.
But first … what is web3, anyway?
What is Web3?
If you’re unsure what web3 is, you’re not alone. HubSpot’s Blog Research recently found 51% of consumers don’t understand the concept of web3.
Before writing this post, I didn’t either.
We cover what web3 is in-depth in this post, but for a brief recap: web3, or the third-generation of the internet, is a vision of a more decentralized web that places the power in the hands of users instead of large tech companies like Google, Apple, and Netflix.
Web3 is built on blockchains using existing infrastructure with the goal of making the internet more accessible, private, and secure for users.
Anna Seacat, VP of Marketing and web3 Community at Proxy and Co-Founder of Glypta.org, says a major benefit of web3 is ownership over data.
As Seacat puts it, “Today, when we create content or submit personal data online, we’re handing over ownership to companies who can change, delete, or sell it. With web3, we own our data. You can mint content through a decentralized app, but that app can never change or remove it, because it’s yours forever, unless you decide to sell it.”
Essentially, it’s an evolution of the internet that will be supported by blockchain and hosted on servers owned by individuals and many organizations rather than a handful of corporations. This gives users the ability to vote over the web’s rules and regulations, rather than putting all power into the hands of those who own the servers (think: Democracy versus Monarchy).
At least, that’s the idea — although it’s still in early days of development, so it’s unknown whether reality will live up to these ideals.
But how does web3 relate, specifically, to consumers and e-commerce brands? Let’s explore that next.
How does web3 relate to consumers?
Web3 Will Provide a Foundation for Decentralized Finance
So … How does web3 relate to consumers? Well, in many ways, web3 is opening up new opportunities for how people will ultimately spend and sell.
In essence, web3 could become a strong foundation for a secure, protected digital economy.
For instance, one critical component of web3 is decentralized finance.
Decentralized finance, which uses the same blockchain technology used by cryptocurrencies, has a similar goal as web3 itself: Give people the power to control their own money through a digital wallet, rather than relying on major financial institutions and banks. (Similar to how web3 aims to give people the power to control their data, rather than relying on major tech corporations.)
Many brands already accept digital currencies from consumers. Microsoft, for instance, allows consumers to purchase products from the Windows Store with bitcoin; AT&T accepts cryptocurrency for bill payments; and even retailers like Overstock.com accepts bitcoin on its online site.
So decentralized finance could be the next leap towards encouraging more digital transactions by providing incentives for consumers to store their finances digitally.
Cryptocurrency, bitcoin, and a decentralized financial system are three components that could flourish on web3. But all three exist in much the same way the dollar does: as a fungible token. In other words, you can trade one dollar of bitcoin for another identical dollar of bitcoin. They are interchangeable.
But there’s another major element of web3 that many brands are seeing value in, and it’s likely something you’ve already heard something about: NFTs.
More Consumers Will Begin Purchasing NFTs
NFTs — or non-fungible tokens — are part of the Ethereum blockchain, and have exploded in growth over the past few years. In fact, investment bank Jefferies forecasts that NFTs will reach more than $35 billion in market value in 2022, and over $80 billion by 2025.
Many of us have seen the wild west of NFTs first-hand. A few examples come to mind, including a Tweet that sold for $2 million, a meme that sold for $590,000, and a bundle of monkey drawings that sold for over $24 million.
But what does ‘buying’ any of these digital assets actually mean? Essentially, it means you purchase the digital certificate which verifies you’re the sole owner of the original. Consider it synonymous with owning the original Mona Lisa, versus purchasing a copy.
NFTs aren’t limited to digital artwork, however. NFTs can be a digital asset from any industry, including gaming, fashion, and even music.
The potential ramifications of NFTs are enormous. As consumers shift towards NFTs, major corporations like Google or Meta could see a decline in how many consumers use their shopping tools.
As Seacat puts it, “If NFTs are any indication of how marketing, shopping, and selling online will change, we’re in for true disruption. For instance, Google is not used for NFT shopping. Instead, consumers rely on gated apps and decentralized marketplaces — neither of which show up in traditional search engine results.”
Web3 Will Lead to More Trust Between Buyers and Sellers, and Reduced Prices
As previously mentioned, web3 will offer more security and control over personal data — which will directly impact a consumer’s sense of trust when making purchasing decisions.
Jeremy Merrell Williams, CEO at Vyudu Inc and web3 and Blockchain Analyst, says web3 will greatly impact how consumer shop in the future.
“For instance,” Williams says, “with blockchain technology, shoppers can directly connect with producers and retailers without having to go through intermediaries. This could lead to more trust between buyers and sellers, as well as lower prices due to reduced fees.”
He adds, “Web3-based marketplaces could also make it easier for consumers to find the best deals on products and services.”
Ultimately, with web3, you don’t need to put your trust — and data — into the hands of a third-party corporation. Given that 76% of consumers feel they don’t know what companies are doing with their data, this could ultimately lead to a renewed sense of trust between consumers and brands.
Some Consumers Will be Wary of Web3 Because of The Volatility of Crypto
Before we dive into how brands can leverage web3, let’s take a look at some consumer concerns when it comes to web3.
One major concern? The purchasing process is too confusing.
Seacat says, “Web3 doesn’t currently support the average consumer’s purchasing process. You have to take big gambles and go into what’s called a ‘rabbit hole’ to get education and onboarding.”
For this reason alone, Seacat and a team of women started a nonprofit, Glypta.org, to make web3 safer for women, especially those who are just getting started in the space. Seacat adds, “We shouldn’t have to risk thousands of dollars in a rabbit hole to be a part of web3.”
Additionally, digital currencies like cryptocurrencies have proven to be volatile, which dissuades many from investing in the first place. And since you can’t use U.S. dollars on web3, those who don’t feel confident purchasing cryptocurrencies are excluded from purchasing on web3.
Finally, there are some steep fees on web3, particularly when buying NFTs.
As Holly Shannon, producer of Culture Factor, a high-ranking NFT and emerging technologies podcast, told me, “The fees incurred when buying an NFT on the blockchain are high. They are referred to as ‘gas fees’. The use of crypto and the gas fees relative to a purchase are a major drawback at this time.”
Shannon adds, “The exercise to get a wallet that is unique to this framework is also cumbersome and full of friction. There are hot, warm, and cold wallets. There are secret codes and layers of authentication.”
Ultimately, we’re a long ways away from making web3 feel mainstream for consumers. But it’s still useful to consider: When consumers do begin joining web3, how can brands meet them there?
How Brands Can Leverage Web3
Brands Can Leverage NFTs to Build Direct-to-Consumer Relationships
In recent years, major brands have begun seeing the value in NFTs. Nike, for instance, has begun selling branded sneakers on Roblox, a virtual world, for fans’ avatars to wear as they play sports virtually. Those virtual sneakers, which won’t exist in real life, are an example of NFTs.
Meanwhile, in the fashion industry, Dolce & Gabbana set a record of nearly $6 million for a nine-piece collection of digital NFTs, including a “Glass Suit” that the auction winner’s avatar can wear in a metaverse.
Shannon says: “I believe the ability to prove ownership makes for a great opportunity. Let’s say you purchase a Hermés bag. By using an NFT that establishes the purchase on a blockchain, it creates a permanent record of that sale.”
Shannon adds, “Think of that NFT as a ticket or token that represents an asset — or your Hermés handbag. It authenticates your purchase as the original. Which, as an aside, makes a good case for reducing counterfeit sales. Additionally, it gives the brand an opportunity to have a direct relationship with the consumer.”
Ultimately, Shannon believes the power of NFTs for brands lies in this concept: Direct-to-consumer.
For instance, Shannon notes, Hermés could use NFTs to delight their customers with unlockable experiences.
Shannon posits, “Hermés could invite consumers to a fashion show, or send them a gift using NFTs. Alternatively, maybe a sports team uses NFTs to give fans a chance to meet their favorite players, or send SWAG directly to them. This merely scratches the surface of experiential marketing, but hopefully you can see the magic, too.”
Which leads me to my next, and hopefully last, Matrix-sounding buzzword: Metaverse.
Brands Can Engage with Consumers in the Metaverse
The metaverse is essentially a 3-D virtual reality (check out this post with a full run-down of the metaverse if you need a refresher), and it’s where many consumers will purchase and wear the digital items we’ve listed so far.
I’m willing to bet you’re thinking NFTs and the metaverse seem a little far-fetched for most consumers. (I’m not in the financial position to purchase a $2 million Tweet myself, anyway.)
But HubSpot’s Blog Research found it does, in fact, impact many consumers today. A few quick stats:
- Over half of those who have ever bought virtual currency/items have done so within the past three months. (Including 75% who bought cryptocurrency; 62% who bought virtual items like Fortnite skin; and 60% who bought NFTs.)
- 30% say more brands should have virtual stores in the metaverse.
- 34% of cryptocurrency owners have used crypto to make a purchase (other than using it to buy other crypto).
- 27% say they would be more likely to use a platform if they received virtual currency for using it.
As it turns out, consumers are interested in purchasing virtual products and services; and they’re interested in using virtual currencies to do so.
In many ways, this makes sense: Much of what we do nowadays exists online. We meet our partners online using dating apps; we make new friends via social communities like Facebook; and some of us even work entirely online, leveraging remote tools like Zoom to communicate with colleagues.
Web3 is an iteration that could, ideally, meet more consumers needs when it comes to data privacy, convenience, socialization, and entertainment.
And if your consumers are on web3, why wouldn’t you want to meet them there?
MARKETING
Ecommerce evolution: Blurring the lines between B2B and B2C
Understanding convergence
B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers.
However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated.
Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)
What’s driving this change?
Ever increasing customer expectations
Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels.
Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels. They also prefer to research and purchase online, using multiple devices and channels
Technology and omnichannel strategies
Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores.
However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition. Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery
“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.
And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/Managing Partner, XNGAGE
Increasing complexity
Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs.
How to win
Here are a few ways companies can get ahead of the game:
Adopt B2C-like features in B2B platforms
User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.
According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales.
Focus on personalization and customer experience
B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.
Market based on customer insights
Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable.
What’s next?
The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business).
Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape:
- Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence.
- Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it.
- Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms.
- Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
- Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
- Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
- Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
- Monitor and evaluate your convergence efforts, and adapt and improve them as needed.
By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves.
MARKETING
Streamlining Processes for Increased Efficiency and Results
How can businesses succeed nowadays when technology rules? With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.
So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.
Benefits of automation marketing automation to boost your efforts
First, let’s explore the benefits of marketing automation to supercharge your efforts:
Marketing automation simplifies repetitive tasks, saving time and effort.
With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.
Automation allows for precise targeting, reaching the right audience with personalized messages.
With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp
within seconds once a potential customer expresses interest in your business.
Increases ROI
By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.
Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.
Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business
How marketing automation can simplify operations and increase efficiency
Understanding the Change
Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.
One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.
The Emergence of AI-Powered Automation
In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.
Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.
Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.
Personalization on a Large Scale
Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.
This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience. As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.
Integration Across Channels
Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.
Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.
The Human Element
While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.
Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.
Conclusion
The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.
As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.
By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.
MARKETING
Will Google Buy HubSpot? | Content Marketing Institute
Google + HubSpot. Is it a thing?
This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.
The prospect dismayed some. It delighted others.
But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?
Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:
Why Alphabet may want HubSpot
Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.
The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.
If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.
At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?
At a second glance, it makes a ton of sense.
I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.
All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.
Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.
Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.
When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.
What acquisition could mean for HubSpot customers
I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).
Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.
The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.
But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.
Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.
What marketers should realize
So, what’s my takeaway?
It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.
The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.
It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.
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