With the big announcement coming from Dreamforce 2022, Salesforce debuted a “real-time CRM” called Real-time CRM. Salesforce Genie.
As marketers, we all want to create the ultimate experience for our customers. To do this, we learn the wants and needs of our customers so that we can personalize every touchpoint in the customer journey to create “customer magic”.
With tighter budgets, a cookieless future and the need to demonstrate higher ROI, implement a Customer Data Platform (CDP) to advance your first, zero and third party data and personalization marketing is essential to building customer loyalty.
What is a Customer Data Platform?
A customer data platform (CDP) enables businesses to make real connections with their customers at scale by extracting insights from across data sources to build a golden customer record for marketing and activating audiences across channels. It is an enabling technology that allows you to build For more information, see the full CDP blog.
what is the difference between CRM & CDP?
A customer relationship manager (CRM) has one goal: to improve business relationships. CRM platform Manage all customer and prospect relationship data to give your sales team and organization visibility into individual accounts, improving productivity and profitability.
So how is CDP different?
a Customer data platform (CDP) connects all data environments in one place, in real time, enabling marketing teams to deliver highly personalized experiences to their customers. By capturing all data, including CRM data, you can create a truly unified profile for every customer. These profiles enable marketers to create sophisticated audience her segments and personalization opportunities.
Basic CDP mechanics
Building an effective CDP starts with a clear understanding of your customer-centric business strategy and taking it to the next level by harmonizing data and insights to tailor the customer experience.
data
Customer data from disparate sources is ingested, combined into a unified customer profile, and reviewed for governance to ensure you’re using clean customer data.
Insight
Comprehensive customer profiles give you deeper insight into your customers and prospects by discovering what resonates with them. Understand why they buy, what drives them to buy, and other key buying moments so you can market based on these insights.
experience
This is where integrated data with all the insights creates real magic for your customers by delivering personalized messages that meet their needs at the right time. You can also apply the best tactics and spend your budget wisely.
What’s Happening with the Salesforce CDP Platform and Genie?
Salesforce is Get started with Customer 360 Deliver consolidated customer data in 2019. With the launch of Genie, the Salesforce 360 platform becomes more agile by automatically syncing engagement and transactional data across all core clouds and personalizing key customer moments in real-time within CDP. I was.
Marketing Cloud gets even better with Genie in 2023
Conversational engagement with WhatsApp
Salesforce has partnered with WhatsApp to extend your ability to communicate with your customers in a safe and secure messaging platform. WhatsApp has users with over 2 billion global users in 180 countries. This partnership will enable businesses to send messages globally on the world’s most popular messaging app.
WhatsApp messaging will be generally available in December 2022.
Extended Advertising Partner
First-party data continues to be a hot topic as the industry moves toward a cookie-free future. To leverage all real-time data and insights, marketers can now automate engagements across all channels, optimize marketing performance, and customize moments in real-time within CDPs. Salesforce plans to expand advertising through industry-leading partnerships with Google, Meta, and Amazon.
Enhanced Ads with Trusted Partners will be generally available in Spring 2023.
Open data access with Snowflake
Data is everywhere and creating a unified view of your customers without copying data has traditionally been a slow and costly process. Salesforce has partnered with Snowflake to natively integrate the platform to extend customer capabilities. This means that Salesforce CDP will now have easy access to the data lake, improving user productivity with the ability to query live CDP data to bring powerful analytics and actionable insights to marketers. .
Open Data integration with Snowflake is in closed beta in November 2022 and is expected to be generally available in Spring 2023.
Personalization and AI Modeling with Amazon SageMaker
AI modeling and training helps marketers understand the lifetime value of their customers. Now Salesforce has partnered with Amazon SageMaker to let you deploy your own AI models. This makes it easier for marketing teams to work with data scientists to create smarter, easier segmentations that automatically appear in Genie, delivering highly personalized messages to customers.
Deploying your own AI with Amazon SageMaker will be piloted in winter 2023.
Deploy new CDP solutions in your business in 2023
Salesforce makes it easy to deliver the personalized experiences your customers want through real-time insights powered by Genie, and implements a CDP platform to help you find your marketing magic moments, shaping the future of your business. I’m trying to assure you.
Companies like L’Oréal, Ford and Formula 1 Racing are already using Genie,
Insights, AI, and personalization opportunities increased ROI by 28%.
With new open access options for advertising, data, messaging, and more, you can connect and understand your customers like never before.
