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The Importance of Customer Data Marketing for Modern Marketers
Marketing professionals need to have a strong grip on data. These uncertain times have inspired marketers to rely less on qualitative insights and more on data-driven insights. This is what my guest realized during 2020. Paul Cowan, CMO at FreshBooks, joins me in this episode of the Modern Marketing Engine podcast to talk about why they are doubling down on customer data marketing in 2021. FreshBooks serves mainly the small business owner segment with easy-to-use accounting software. As many organizations, the pandemic affected their business initially but it then bounced back and they started to experience growth in 2020. So, they decided to invest in a direct sales force, target international markets and focus on demand generation to accelerate growth. Join our conversation to discover how you can use customer data in your own marketing organization. Leveraging Customer Data Marketing Paul says that after 15 years of operations, FreshBooks realized they were sitting on a lot of data they had not previously