Frequently asked questions
What's a CDP and what does it actually do?
Customer Data Platform. Unifies behavioral and account data from multiple sources into a single customer record that downstream tools (CRM, ad platforms, sequencers) can read. It's a data plumbing layer.
How is a CDP different from a CRM?
CRM is a workspace where reps work; CDP is a unified data layer beneath it. CDPs are read-heavy and integration-heavy; CRMs are write-heavy and UI-heavy. They serve different jobs in the stack.
Do mid-market B2B companies need a CDP?
Usually not as a separate purchase. A modern revenue infrastructure layer (intent data, warehouse, and reverse ETL) gives you CDP-like capability without a dedicated tool. CDPs were built for B2C; B2B equivalents look different in structure and use case.
What's the most-overlooked CDP failure mode?
Identity resolution drift. Over months, the same person appears as multiple records, the same company appears under different domains, and the unified record becomes more theoretical than real. Active maintenance is required.
What's the difference between a B2B CDP and a B2C CDP?
B2C CDPs unify customer behavior across web, app, email, and ads at the individual person level. B2B CDPs add account-level resolution, intent data, and integration with CRM-side workflows. Most CDP vendors started in B2C and added B2B features later; a few were built B2B-first.
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