The Crow's Nest: NEW: The Complete Guide to Customer Data

<p>{% if customer.account_clearbit-geo_country == "France" %} 	Salut{% if customer.first_name != blank %} {{ customer.first_name | capitalize }}{% else %}{% endif %}! 	{% else %} 	Hi {% if customer.first_name != blank %}{{ customer.first_name | capitalize }}{% else %}there{% endif %}, 	{% endif %}</p>

<p>Ed here from the Hull Crew. And I have an observation... }}</p>

<p>{% if customer.clearbit-employment_role == "sales" %}You sales people all{% elsif customer.clearbit-employment_role == "marketing" %}Us marketers{% else %}We all{% endif%} use customer data.</p>

<p>Everyone blogs &amp; chats about smart marketing tactics, modern sales methods &amp; best practices - all of these have customer data at the heart of them.</p>

<p><em>Who is talking about the best practices for customer data in 2018?</em></p>
<p>We couldn’t find anything that resembled a complete guide to customer data (customer success want one). The why’s, the how’s, and the what’s of wrangling tools, teams &amp; data together.</p>

<p>So we wrote one, aptly named <a href="https://www.hull.io/academy/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=complete_guide_to_customer_data&amp;"><strong><em>The Complete Guide to Customer Data</em></strong></a>.</p>

<p>Just as we’d want to read, this guide is free to read. The templates are free &amp; open to use. The first three guides are live, with the next guide coming next week.</p>

<p><strong>Part 1: Ideal customer profiles &amp; data models</strong></p>

<p>ICPs have been long discussed, but we’ve seen few teams get this right. Your ICP should define your strategic focus and outline your customer data model.</p>

<p><a href="https://www.hull.io/blog/ideal-customer-profile/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=complete_guide_to_customer_data&amp;">=&gt; Read the best practices in building your customer data model</a><br></p><p><br></p>

<p><strong>Part 2: Customer journey mapping, analytics</strong></p>

<p>Customer journey maps are either don’t exist, are incomplete, or don’t tie to your data. Your customer journey map should define your tracking plan &amp; attribution model.</p>

<p><a href="https://www.hull.io/blog/customer-journey-mapping/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=complete_guide_to_customer_data&amp;">=&gt; Read the best practices in building tracking plans &amp; attribution models</a><br></p><p><br></p>

<p><strong>Part 3: Creating a “single source of truth” for your customer data</strong></p>

<p>Your teams needs tools to have the complete context of every lead, customer &amp; company - context from your data. Few companies have all their data unified, cleansed &amp; condensed into a “golden customer record” that’s the source of truth for all your tools &amp; teams.</p>

<p><a href="https://www.hull.io/blog/single-source-of-truth/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=complete_guide_to_customer_data&amp;">=&gt; Read about how to build a real-time golden customer record</a><br></p><p><br></p>

<p>We’re pretty excited about how these best practices can transform companies - customer data is your lifeblood - and how it can enable teams to create far better customer experiences</p>

<p>If you’ve feedback or ideas, I’d love to hear from you. Just reply to this email -</p>

<p>And stay tuned for next week’s guide - choosing your martech stack in 2018!<br><br></p>

<p><strong>New integration pages</strong></p>

<p>Curious to see how Hull works with all your favorite tools?</p>

<p>Learn more in our new integration pages. Here’s a few of our favorites:</p>

<ul>	<li><a href="https://www.hull.io/integrations/salesforce/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=complete_guide_to_customer_data&amp;">Salesforce</a></li>	<li><a href="https://www.hull.io/integrations/hubspot/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=complete_guide_to_customer_data&amp;">HubSpot</a></li>	<li><a href="https://www.hull.io/integrations/segment/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=complete_guide_to_customer_data&amp;">Segment</a></li>	<li><a href="https://www.hull.io/integrations/clearbit/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=complete_guide_to_customer_data&amp;">Clearbit</a></li>	<li><a href="https://www.hull.io/integrations/sql/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=complete_guide_to_customer_data&amp;">SQL Importer</a></li>
</ul>

<p>… but you can <a href="https://www.hull.io/integrations/?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=complete_guide_to_customer_data&amp;">see them all here</a> (including Mailchimp’s new uber-yellow branding…).</p>

<p>Phew! That’s all for this week -</p>

<p>Cheers,<br><br></p>

<p>Ed Fry<br>
<strong>'Ed of Growth, <a href="https://www.hull.io/">Hull.io</a></strong><br>
<em>Part 4 next week might have a fun gag....</em></p>

<p>P.S. Want to see the templated personalization behind this email? <a href="">Checkout this gist.</a></p>