Customer Data Platform (CDP)

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CDP salesforce

Marketing firms can have a single, full source of truth for all of their consumer data thanks to customer data platforms (CDPs).

Salesforce introduced their own Customer Data Platform (CDP) in May 2021 as an improvement to the item formerly known as Customer Audience 360. (CA360). A little over a year later, at Dreamforce ’22, the Salesforce Genie was unveiled. This extends the advantages of Salesforce CDP’s capabilities across the “Customer 360” (i.e., Salesforce’s product line). 

A marketing buzzword that has gained enormous traction is CDP. Continue reading to learn more about CDPs, their advantages, and how the Salesforce CDP might affect your company.

Businesses are now using online modes to make their processes more customer-centric in today’s technologically advanced world. Practically everyone uses the internet to search for goods and services because they find it convenient and adaptable. To advance marketing technology, many new technologies have been introduced. The most popular subject in modern marketing technology is the Salesforce CDP, or Customer Data Platform. It has evolved into the top marketing instrument. According to the State of Marketing Report 2020, marketers that have used CDPs have seen a boost in work of 86%.

How Does a Salesforce Customer Data Platform Operate?

A built-in software system that assists in gathering, organizing, combining, and centralizing each customer’s data is how the Salesforce CDP is simply defined. The technology also aids in creating comprehensive consumer profiles. Real-time management, marketing automation, customer databases, and customer databases are all combined on this platform. When you require user-level marketing data, it is beneficial.

The first-party data that can be enhanced with third-party data will be used by the CDP. It provides consolidated solutions that help the company keep user data in one location. You can also use client data and information to build personalized or tailored marketing tactics across several platforms.

To create a comprehensive structural image of each customer and their journey, the CDP’s primary working procedure is to collect and combine first-party customer data from numerous sources. Marketers can also use the data to develop specialized advertising strategies. By looking at the consumer profile, it is possible to create a highly personalized customer experience.

What Benefits and Drawbacks Does the Salesforce Marketing Cloud CDP Offer?

It’s challenging to pinpoint advantages because there isn’t much information available on the Salesforce CDP’s success in the real world. Analysts, however, describe the Salesforce CDP as “very much under construction” and “ungodly expensive” for larger businesses.

  • Salesforce, like Adobe, requires you to license specific tools within its marketing cloud in order to take use of the popular use cases covered by well-known CDPs.
  • Organizations must obtain a license for Journey Builder, for instance, in order to develop and orchestrate client journeys (but beware of its lack of full omnichannel capabilities). Interaction Studio licensing will probably be needed by Salesforce for any real-time use cases, such as profile lookups for inbound channel assistance.
  • As only a few of Salesforce’s technologies are designed to work together, integrating them will probably cost you six or seven figures in fees. Also, there are the astronomical license fees that come with big marketing clouds.
  • Deployments for more complex use cases might take up to a year because all data must be preformatted to fit into one of Salesforce’s CDP products.
  • Vendor lock-in is without a doubt one of the main hazards connected to the Salesforce CDP. Organizations are forced to employ only one brand’s solutions due to the difficulty of replacing outdated solutions with more modern ones in marketing cloud infrastructures. For background, 56% of buyers of marketing technology favor using the best-of-breed strategy. Given that most marketers add new technologies to their martech stacks on a regular or quarterly basis, this Salesforce constraint is extremely worrisome.

One of the expanding Salesforce Development offerings, Salesforce CDP gives businesses access to the data they need to make wise business decisions. Using this Salesforce technology will provide you a better chance to stand out in a crowded market when you want to go the extra mile for your company’s success.

Trigensoft offers Salesforce Marketing Cloud consultation to help you at each level of the implementation of your sales strategy by improving traffic with Marketing Cloud integration. Get in touch today!