As third-party data is slowly being phased out, companies and marketing teams are challenged to keep up with data collection opportunities, maintaining campaign performance while remaining compliant with data privacy regulations.
The new integration between Didomi’s Preference Management Platform (PMP) and the Salesforce Marketing Cloud allows users to sync preferences between the two, supercharging marketing campaigns with first- and zero-party data.
In this article, we go over the integration, how it works and what it can bring to your business.
Salesforce Marketing Cloud: all your customer data in one place
Salesforce Marketing Cloud is a marketing analytics and automation software, targeted specifically at marketers wanting to maximise campaign ROI with data.
Using the platform, users are able to create and manage marketing relationships and campaigns with customers, specifically through a powerful Email Marketing module, as well as an integrated Audience & Contact Builder.
Essentially, the key objective and value proposition of the Salesforce Marketing Cloud is to allow marketers to store all customers data in one place, for maximum efficiency and personalisation opportunities in campaigns.
That’s where the Preference Management Platform (PMP) comes in.
Leveraging preferences in your marketing stack and in Salesforce Marketing Cloud
Collecting relevant first- and zero-party data has become a key priority for leading brands.
Using the Preference Management Platform (PMP) integration with the Salesforce Marketing Cloud, companies are able to collect relevant preferences directly from their users. This can come in the form of various data points for them to choose from:
Preferred channels (emails, SMS)
Communication frequency (every day, week, morning, evenings, etc)
Favorite content (technical documentation, marketing communication, blog, etc)
And more. The possibilities are pretty much up to your imagination and so is the level of personalization: tone of voice, categories of content, product lines….
Not only does this allow companies to ensure that their users’ choices are respected, but this advanced level of personalization with data helps marketing teams better segment their audience and, in turn, deliver tailored communications all along the customer journey.
A more customized user experience will dramatically improve the ROI of your campaigns, save time and effort, and ultimately leverage existing data to build great relationships with your user base.
But how does it work?
The integration: Seamless integration between Didomi's PMP and Salesforce Marketing Cloud
Didomi is now offering a native integration between the preference management platform (PMP) and Salesforce Marketing Cloud.
The integration allows Didomi and Salesforce Marketing Cloud customers to automatically synchronize the preference data collected by the PMP with the appropriate contacts in Salesforce Marketing Cloud’s Audience Builder.
In other words, preference data will automatically enrich the associated contact with each and every additional first-party data point they provide, automatically. Unless that contact doesn’t exist in the Audience Builder yet, in which case the integration offers to create a record directly in the contact base.
That's not all. Salesforce Marketing Cloud's Audience Builder can connect to all Studios and Builders modules within the platform, ensuring that user choices are recorded across the board and, most importantly, respected.
To summarize, the integration between Didomi’s PMP and Salesforce Marketing Cloud is the opportunity to supercharge an already powerful marketing automation toolset with even stronger, more granular first- and zero-party data.
This relevant preference data will allow you to create more effective and impactful marketing campaigns, and deliver world-class user experience to your customers. Get in touch with one of our experts to get started today!
NOTE: You must be a Didomi and Salesforce Marketing Cloud customer to enable the integration of both tools. If you would like more information, do not hesitate to contact our support team at email@example.com. We would be happy to help you and guide you. We can also book a demo to show you how our products work.