Good morning, are you taking full advantage of your customer data? 

In his recent Discover MarTech presentation covering the ins and outs of creating personalized customer experiences, Redpoint Global chief marketing and strategy officer John Nash said brands are no longer in control. 

“This has become a consumer-driven world,” said Nash, “We have to understand and match each consumer’s cadence across their journey — and ultimately deliver messages and offers that are highly relevant to them and hyper-personalized to their individual experiences.” 

To do this, marketers need a platform that looks at the entire customer journey, from intent to purchase to re-engagement. In a nutshell, that’s what an effective CDP can deliver — the ability to create an exceptional customer experience by identifying the critical moments across the customer journey and connecting with the customer at every crucial touchpoint. 

Granted, Nash leads strategy for a CDP solution, but he’s not alone in his thinking. Dan Brewster, the SVP of marketing and digital commerce for Planet Blue, a women’s apparel business, says his company’s CDP made it possible for him to identify and focus on high-profit customers. 

“You don’t want to spend a lot of extra money on the bottom 30% or 40% of your customer base. Those are the customers who are probably only going to try your product once,” said Brewster. Planet Blue’s CDP allowed the company to suppress targeting customers who aren’t likely to convert, which makes for smarter retargeting efforts and reduced ad waste. 

“It’s ultimately about trying to create a relationship with a customer from your e-commerce business in a similar way you would with your in-store customer — trying to replicate that in-store experience online,” said Brewster. 

Don’t stop reading just yet, there’s more below, including two new low code features from Salesforce. 

Amy Gesenhues,
Senior Editor

MarTech Minute

Salesforce adds new features to its Lightning App Builder

FAST TRACKING APPS. Salesforce rolled out two new features to its Lightning App Builder platform: Dynamic Forms and Dynamic Actions. The Dynamic Forms tool allows developers to add fields anywhere on a page to effectively structure and organize information using a low code framework. Rules can be set to show only certain fields based on other field values. Dynamic Actions make it possible for developers to establish the next steps — or actions — available within the experience, again using a low code framework. Same as the Dynamic Forms, Dynamic Actions can be set to show next actions based on field values or user information. Both of these features can be combined with other platform services, including Flow, Einstein, Mobile and Collaboration. 

Why we care: MOPs teams are running at full tilt right now, and any task that can be automated or completed with minimal time and resources is a win for the entire marketing organization. According to Salesforce’s own data, the platform saw a 25% year-over-year increase in automated processes last month. This means companies are looking in every direction to save time and maximize productivity. Low code is one more way to save time without cutting corners in terms of quality, compliance or output. 

In other martech news …


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What we're reading

We've curated our picks from across the web so you can retire your feed reader

Balancing Short-Term Agility With Long-Term Stability – CMS Wire

Will Consumers Remember Tomorrow How Brands Act Today? – Forbes

Consumers tire of COVID-19-related ads, survey finds – Marketing Dive

EU looks for evidence to rein in U.S. tech giants – Reuters

Acast partners with JioSaavn, one of India’s largest streaming audio services – TechCrunch

How developers are squeezing opportunity from mobile gaming – VentureBeat

Target Looks to Acquire Tech Assets of Deliv as Startup Unwinds Operations – Multichannel Merchant

FTC Seeks Ad Tech Pros To Bone Up On The ‘Opaque’ Business Of Digital Advertising – AdExchanger