Customer 360 is a requirement for companies today. With a comprehensive view of your customer, marketers have the data required to craft personalized, effective marketing. 

In fact, 71% of customers expect personalization from the brands and businesses they choose — and 76% get frustrated when they don’t find it. 

Denise Persson, Chief Marketing Officer at Snowflake and Rachel Thornton, Chief Marketing Officer at Fivetran spoke with Scott Brinker, VP of Platform Ecosystem at HubSpot to unpack why a real-time, comprehensive Customer 360 powers the most successful marketing in 2024.  

“Your Customer 360 platform is the beating heart of the customer-centric enterprise. Increasing new business, improving customer retention and reducing customer churn all become infinitely easier with a Customer 360 strategy.”
- Rachel Thornton, Chief Marketing Officer, Fivetran 

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Building a comprehensive understanding of your customer

Marketers have what Brinker calls an “​​embarrassment of riches'' with all the data currently available. But, the ability to leverage that data effectively is the real competitive advantage.

While Customer 360 has existed as a buzzword in the marketing arena for years, Brinker describes the current requirement as moving from "Customer 180" to a more comprehensive view. 

This is possible through layering in data from applications like WhatsApp, chatbots and more. These different digital touchpoints help marketers understand how a customer specifically engaged with a campaign, what salespeople they interacted with and what their motivations were. 

Persson doubled down, highlighted how “marketing is about relevance.” Achieving a real-time view of your customer, and leveraging these data sources, enables marketing leaders to generate the most business value from available data. 

“From a technology standpoint, it's about getting all those different interactions and data points into one place, and ideally, in real time. From a business value standpoint, it's about getting to know the customer as a person, and what their specific individual needs and expectations are.”
- Denise Persson, Chief Marketing Officer at Snowflake

Bridging the gap between marketing and data teams 

With the deluge of data sources available, the need for a modern data stack that supports real-time, governed access is required. The onus is on marketing leaders to sit down with their respective data leaders to discuss their intended outcomes. 

As Thornton mentioned, “Over the years, marketing wasn’t involved in platform decisions or larger infrastructure decisions, and I think that data literacy and marketing now go hand-in-hand.” 

This change in data literacy amongst marketing leaders is leading to more collaborative work with their data teams to ensure they have what’s required to create a true Customer 360. As Persson added, “this needs to be a governed, centralized strategy for the entire company.” 

According to Brinker, that’s exactly how HubSpot evolved from very large buckets of segments to hyper-personalized, micro segmentation. 

By adopting a modern data stack with Fivetran automatically moving data into the Snowflake Cloud Data Platform, HubSpot’s data team was able to quickly and efficiently add new data sources that better refined their understanding of their customer. This has helped them craft hyper-targeted campaigns — without increasing their workload. 

The modern data stack, and the version of Customer 360 it enables today, enables that much more innovation in the future. 

“Customer 360 is really the foundation for all your data maturation in a journey. If you want to be able to take advantage of things like AI, and the next phase, Gen AI, you need to have a Customer 360 strategy and data strategy in place.”
-  Denise Persson, Chief Marketing Officer at Snowflake

Hear more from these top marketing leaders in the full episode of the Fivetran Data Podcast.