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How an Open Platform Increases Marketing ROI: Connecting Acquia CDP and Salesforce Marketing Cloud

How to integrate Acquia's customer data platform with Salesforce Marketing Cloud (SFMC) to get the greatest value from your marketing stack.

Despite the pandemic radically reshaping the global economy and many businesses still dealing with unexpected challenges, there is a vigorous push for digital transformation going into 2021. As the martech space continues to expand and mature, we’re seeing businesses investing more in technologies like marketing automation, AI and data management. As Acquia CMO Lynne Capozzi predicts, “Marketers’ need for consistent data will be a major tipping point for consolidation among many of the vendors in the field.” 

CMOs and marketing leaders have so many tools at their disposal; yet without a centralized way to manage them, it becomes difficult to make everything in your digital ecosystem work together to achieve a single source of truth. For example, if your business is already using a popular platform like Salesforce Marketing Cloud and the Salesforce Journey Builder feature to manage your customer lifecycle, it can be an extreme challenge to integrate with other legacy platforms and analytics tools without adding a ton of IT burden.

Most of the time, these integration efforts end up with a complex and disjointed tech bundle of multiple systems that your IT team needs to constantly maintain. Each system from your email service provider (ESP), data management platform (DMP), point of sale (POS) platform, etc. is siloed off from each other, making it near impossible to create the utopian, one-to-one customer journey. The key to a truly unified customer experience? An open customer data platform (CDP). 

The hype around CDPs today is stronger than ever because a CDP promises that elusive 360-degree customer view that businesses need to turn customer relationships into revenue. However, a CDP can only connect all your data if it can seamlessly integrate and communicate with other tools you’re already using. Acquia Customer Data Platform is open, flexible and configurable to any system, including Salesforce Marketing Cloud (SFMC). The freedom to take a best-of-breed approach to your martech stack sets the Acquia CDP apart from other CDP-like solutions, like Adobe CDP or Oracle’s CDP offering, that only integrate with products in their own portfolios.     

Currently, over 80% of Acquia CDP clients are using the Salesforce Marketing Cloud as their ESP, and they’ve been universally successful with integrating their customer data and insights from Acquia CDP into Salesforce Journey Builder. Furthermore, by connecting your journey building tool with a CDP, your marketing teams won’t waste time pulling multiple analytics reports from each system. Our customer data platform provides cohort analysis so marketers can instantly access cohort insights and track and compare customer segments over time to understand the total business impact.    

Our configurable approach to customer segmentation and machine learning means that brands can leverage essential customer intelligence to inform all of their campaign efforts, improving email targeting and boosting ROI. The CDP’s persistent database makes data easily accessible to any SFMC features you need to leverage in your campaigns from simple send, automated campaigns or more behavior-based campaigns via Journey Builder. The video below demonstrates how Salesforce Journey Builder and Acquia CDP can be used to orchestrate a customer retention campaign. 

More so, Acquia CDP builds on the capabilities of what Journey Builder offers alone. The CDP provides cross-channel orchestration for customer data from both online and offline sources. Beyond a single view of the customer from multiple sources, Acquia CDP offers out-of-the-box machine learning models to generate insights such as likelihood to buy, product cluster, and channel preference to further enhance the precision of marketing campaigns in Salesforce Marketing Cloud. 

For example, a retailer can gather data from promotional events and workshops, in-store browsing or call center records as well as from digital channels across web, social media and mobile. Acquia’s true CDP will integrate all of this data into a complete and inclusive customer record. The ability to recognize and connect with customers both on and offline is more critical than ever for brands as customers adapt their preferences and behaviors due to COVID-19 and explore new channels.  

Using SFMC Journey Builder and Acquia CDP to Maximize ROI 

Rather than add another siloed tool to your marketing stack or invest enormous amounts of IT team and external resources on trying to force-fit a closed CDP into your workflow, Acquia’s CDP makes integration easy and brings all of your current systems together in harmony.   

Salesforce Journey Builder will complement the CDP data and allow brands to activate all of their customer data points to inform new decision paths and design more meaningful and relevant customer journeys. For example, say a brand wanted to run a reactivation campaign for unengaged customers by sending out an email discount offer. They would use Acquia CDP’s machine learning models to identify which customers were most likely to churn and then apply Salesforce’s Journey Builder to create the right series of experiences and number of touches for each of their segments.  

The combination of a centralized customer data platform and journey orchestration is an effective way for marketers to focus their efforts on the high value customers and campaigns that will have the greatest impact on overall business success. While building truly 1-to-1 personalized customer journeys can be complex, Acquia believes that open technology is the key to executing on this vision.

See exactly how we can help you connect Acquia CDP with Salesforce Marketing Cloud and maximize your digital experience efforts in our upcoming Acquia CDP and SFMC blog posts.

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