How to enrich and expand your CRM database through interactive content using first-party data

Delivering an experience unique to each customer is something only a handful of companies are capable of. It requires a lot of effort and the rules to build better consumer experiences aren’t going hand to hand. Companies frequently employ third-party data providers, collaborate with other companies, and spend their budget on customer data to develop tailored marketing campaigns. 

While these tactics, which some might call old antics, are effective when it comes to customer acquisition, it is not the answer to keeping existing customers. So what must companies do to enrich their strategies? The answer lies in a well-built CRM marketing strategy that feeds off first-party data. And lucky for you, this article will teach you everything you need to know about CRM marketing.

What kind of a role does first-party data play in CRM Marketing?

Customer relationship management (CRM) is a technology that mainly uses first-party data and allows businesses both large and small to organize, automate, and synchronize every facet of customer interaction. While it expands into a wide array of use cases such as marketing, sales, customer service, and support, it is generally preferred by marketers in order to manage the relationship with their customers throughout the customer lifecycle. 

First-party data, which is collected directly from customers, is the driving force for a long-lasting CRM marketing strategy. Imagine all the data a company can gather from its customers based on how they interact with their business, product, or service. A high-quality and cost-effective database generated from users who have engaged directly with businesses. A data where you, the company, are the primary owner. But how can we reach this data?

Interactive content and benefits of enriched data for CRM marketing

Meet interactive content, a popular use for gathering first-party data. Contrary to traditional tools such as surveys, interactive content has a higher reach and is generally more fun due to its engaging nature and visual structure. Depending on the type of interactive content the customer is facing, let’s say a pop quiz, marketers can achieve point shot data that enriches their next CRM marketing strategy.

As you might’ve guessed, enriched CRM data enables your marketing team to use additional insights to create the right messaging and address the customers’ needs through data-driven intuition. For starters, it segments customers and gives clear vision for marketing campaigns. It removes third-party data providers from the marketing process, hence significantly lowering the marketing budget. It also helps companies know their customers better and personalize all their marketing efforts. 

User engagement like never before!

“How can I enrich my CRM database using first-party data?” I hear you ask. The answer is quite simple and it is six letters: Poltio. Poltio helps the world’s top brands access, engage with and learn from their users with interactive content and self-identified data. Trusted by companies like Unilever,  eBay, Beko, Pepsi, and Decathlon, Poltio lets companies easily create and share fun, engaging, non-intrusive interactive widgets embedded in and across their own digital channels. It acts as a gateway for companies to understand their users on a deeper level with every interaction with declared, first-party data collected with transparency and in compliance with GDPR and CCPA.

The world keeps spinning and the top brands are wasting no time catching the latest trends. Why won’t your company be the favorite in customers’ eyes? Why won’t your company be the one with user engagement shooting through the roof? Join Poltio and find out for yourself.

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