Why Should Marketing Ops Pros Care About Customer Marketing and Customer Contact Data with Irwin Hipsman

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In today's episode, we talk with Irwin Hipsman, founder of Repititos, to explore the often-overlooked world of customer marketing and the critical role of customer contact data. Irwin shares findings from his recent research report on the state of customer contact databases, revealing why so many organizations struggle with poor data quality and how it impacts customer communications, renewals, and crisis response.

Together, they dive into:

• The definition of customer contact databases and why focusing on individuals—not accounts—is crucial.
• Key findings from Irwin's research, including an industry-average database health score of just 47%.
• The importance of cross-functional teams in maintaining healthy customer data.
• Actionable steps ops professionals can take to assess, clean, and maintain customer data health.
• Why better customer data translates directly into stronger customer relationships, higher retention, and better crisis management.

Whether you're in marketing ops, customer marketing, or revenue operations, this conversation offers practical insights that can help transform your organization's approach to customer data management.

Access the customer health score assessment here.

Access Irwin's report here.

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Chapters

1. Introduction to Customer Marketing (00:00:00)

2. Understanding Customer Contact Databases (00:03:28)

3. Database Health Assessment Strategies (00:11:07)

4. Cross-Functional Communication Teams (00:19:29)

5. Crisis Communications Planning (00:28:36)

6. Evolution of Customer Marketing Roles (00:35:33)

7. AI Impact and Database Quality (00:43:23)