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Customer Data Platforms

Best Customer Data Platforms for B2B SaaS

Unify customer data across your entire tech stack. CDPs help you build complete customer profiles and activate that data for personalized marketing and sales.

Editor's Choice
1

Segment

The leading CDP for collecting, cleaning, and routing customer data to hundreds of tools. Excellent developer experience.

Free - Custom
Data Collection
2

mParticle

Enterprise CDP with strong mobile capabilities and real-time data infrastructure.

Custom pricing
Enterprise Mobile
3

Rudderstack

Open-source alternative to Segment with warehouse-first approach. Self-host or cloud.

Free - Custom
Warehouse-First
4

Hightouch

Reverse ETL platform that activates data from your warehouse to business tools.

From $350/mo
Reverse ETL
5

Census

Operational analytics platform for syncing data from warehouses to business apps.

From $800/mo
Data Activation
6

Clearbit

B2B data enrichment platform that enhances your customer data with company and contact information.

Custom pricing
Data Enrichment
7

Lytics

CDP with built-in machine learning for content personalization and journey orchestration.

Custom pricing
Personalization

Customer Data Platforms for B2B SaaS

As B2B SaaS companies grow, customer data spreads across dozens of systems - your product, CRM, support platform, payment provider, marketing tools, and more. Customer Data Platforms unify this data into complete customer profiles that power personalized experiences.

Types of CDP Solutions

Data Collection CDPs (Segment, mParticle, Rudderstack): These platforms collect data from your product and website, then route it to downstream tools. They serve as the data layer for your entire stack.

Reverse ETL / Data Activation (Hightouch, Census): These tools take data from your data warehouse and sync it to business applications. They assume you already have data in a warehouse.

Data Enrichment (Clearbit): These platforms enhance your existing customer data with additional information like company firmographics and contact details.

CDP + Email Marketing

CDPs and email marketing platforms work together to enable sophisticated personalization:

  • CDP collects behavioral data from your product
  • Data flows to your email tool (like Sequenzy) in real-time
  • Email sequences trigger based on unified customer profiles
  • Engagement data flows back to the CDP for a complete view

Sequenzy's native SaaS integrations mean you may need less CDP infrastructure for email marketing specifically, as it already understands your payment and subscription data.

When Do You Need a CDP?

Consider investing in a CDP when:

  • You have 10+ tools that need customer data
  • Engineering is spending significant time on data integrations
  • You cannot answer basic questions about customer behavior
  • Personalization is limited by data availability
  • You are building a data team or have a data warehouse

Early-stage companies can often manage with direct integrations between tools. CDPs become valuable as complexity increases.

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