A CDP can enhance personalized experiences in multiple ways. For instance, imagine a visitor browsing your website who downloads a white paper. The CDP will track their journey, building a profile based on their site behavior, downloads or purchases. Once the visitor has engaged with important resources and reached a specific threshold, their experience can be personalized in real-time, guiding them toward a conversion, such as making a purchase or contacting sales.
Let’s extend this example: twelve months after becoming a customer, this individual interacts with your sales team and the sales representative updates the CRM to note that the customer has been promoted to a senior position. Using this information in real-time, the CDP can adjust the customer’s journey, delivering offers and content tailored to senior managers and decision-makers, thus increasing the chances of upselling or cross-selling.