Lytics launches Salesforce Marketing Cloud integration for customer journeys
With the new integration, users can view customer insights and execute campaigns between Lytics and Salesforce Marketing Cloud.
Customer data platform (CDP) Lytics announced updates to its platform that will allow users to integrate customer journey execution with Salesforce Marketing Cloud (SFMC). Lytics’ campaign orchestration capabilities can now be used across a number of marketing technologies, including Facebook and SendGrid – in addition to the new SFMC integration.
The integration between Lytics’ CDP and SFMC is expected to allow marketers to import existing campaigns to build new experiences within the Orchestrate Journey canvas. The insights delivered from Lytics can then be used to inform more targeted campaigns and be sent to SFMC for delivery.
Why we should care
Delivering personalized, one-to-one marketing at scale is something we strive for as marketers. Our disparate martech environments tend to complicate this, and customer data platforms seek to address these complications by providing users with a single view of their customer data from the different tools they use. Marrying this data into a single view should help marketers extract new insights to further inform their campaigns.
“The best customer journeys are an open road,” said James McDermott, CEO of Lytics, “and for us, that means giving marketers the freedom to choose multiple paths by integrating with their existing marketing technology stack.”
More on the news
With the new Lytics and Salesforce Marketing Cloud integration, users can:
- Export audience segments from Lytics into SFMC to continue the customer journey
- Trigger new experiences in SFMC based on customer events (e.g., opened an email) captured in Lytics
- Switch between Lytics and SFMC within the same customer journey to deliver a combination of channel and message.
Customer data platforms: A snapshot
What they are. Customer data platforms, or CDPs, have become more prevalent than ever. These help marketers identify key data points from customers across a variety of platforms, which can help craft cohesive experiences. They are especially hot right now as marketers face increasing pressure to provide a unified experience to customers across many channels.
Understanding the need. Cisco’s Annual Internet Report found that internet-connected devices are growing at a 10% compound annual growth rate (CAGR) from 2018 to 2023. COVID-19 has only sped up this marketing transformation. Technologies are evolving at a faster rate to connect with customers in an ever-changing world.
Each of these interactions has something important in common: they’re data-rich. Customers are telling brands a little bit about themselves at every touchpoint, which is invaluable data. What’s more, consumers expect companies to use this information to meet their needs.
Why we care. Meeting customer expectations, breaking up these segments, and bringing them together can be demanding for marketers. That’s where CDPs come in. By extracting data from all customer touchpoints — web analytics, CRMs, call analytics, email marketing platforms, and more — brands can overcome the challenges posed by multiple data platforms and use the information to improve customer experiences.
Dig deeper: What is a CDP and how does it give marketers the coveted ‘single view’ of their customers?
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.
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