WHY
A global life sciences company needed to modernize its customer engagement approach to stay competitive in a data-intensive industry. Its goal: deliver identity-driven personalization across digital channels while navigating the complexity of B2B buying journeys, where multiple individuals from the same parent account may interact across touchpoints.
To achieve this, the company required a data foundation that could:
- Build dynamic, real-time customer segments using behavioral, transactional, B2B, and offline data
- Accurately map individuals to parent accounts for account-based marketing and analytics
- Power personalized experiences at scale across digital and traditional channels
WHAT
The company selected the Redpoint Data Readiness Hub to transform its marketing operations with clean, connected, and actionable data.
With Redpoint, the organization:
- Implemented real-time data quality and tunable identity resolution at the point of
ingestion—ensuring accuracy as data enters the system - Created complete, unified customer profiles capable of differentiating individuals within the same lab or account
- Leveraged an open-garden architecture to integrate seamlessly with existing MarTech tools—future-proofing the stack as new channels and platforms are introduced
This foundation now drives intelligent segmentation, cross-channel personalization, and high-confidence campaign execution.
WOW
With a single, trusted source of customer truth, the company accelerated its shift to precision engagement. It now delivers timely, relevant messages aligned with the cadence of each customer’s behavior and buying journey.