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If CDP and MMH Are Not Born Together, It Can Ruin the Customer Experience

B2C marketing executives looking to employ Customer-Led Marketing strategies should prioritize the harmonious operation of their Customer Data Platform (CDP) with a Multichannel Marketing Hub (MMH) and consider CRM (Customer Relationship Marketing) platforms with this seamless connection "out-of-the-box"

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Why it matters:

Marketers must prioritize aligning a Customer Data Platform (CDP) with a Multichannel Marketing Hub (MMH) to enhance Customer-Led Marketing. The article warns of risks due to disconnected data, such as fragmented journeys and inefficient campaigns. It emphasizes the impact of misfired messages on customer experiences, urging marketers to adopt integrated CDP/MMH solutions or implement a DIY approach for cohesive customer engagement.

Key takeaways:

Harmonious operation between Customer Data Platforms (CDP) and Multichannel Marketing Hubs (MMH) is crucial for effective Customer-Led Marketing.

Fragmented customer experiences and inefficient campaigns result from data silos between CDP and MMH, hindering seamless marketing efforts.

Miscoordinated or irrelevant messages can lead to customer confusion, irritation, loss of trust, and missed opportunities, damaging the overall customer experience.

Platforms like Optimove, with pre-equipped CDP/MMH integration, offer an easy “out-of-the-box” solution for marketers seeking cohesive customer engagement.

Without an Integrated CDP/MMH, Marketers Risk the Consequences of Disconnected Data and Misfired Messages 

1.Fragmented Customer Experiences:

Without a well-connected CDP to an MMH, customer data often remains siloed within individual channels. This fragmentation leads to inconsistent and disjointed customer experience. Customers may receive conflicting messages or irrelevant content, causing frustration and disengagement. 

2.Missed Marketing Engagement Opportunities:

Disconnected data prevents marketing executives from recognizing and capitalizing on critical engagement opportunities. A customer’s interaction with one channel may go unnoticed by another, resulting in missed chances to deliver relevant, timely content. 

3.Inefficiencies in Campaigns:

Running campaigns across disconnected channels becomes inefficient and resource intensive. Marketing teams may need to duplicate efforts to ensure consistency, wasting valuable time and resources that could be better utilized in crafting personalized messages. 

Your options for CDP-led orchestration.

The Negative Impact of Misfired Messages on Marketing Engagement and Customer Experience 

Misfired messages can significantly damage Customer-Led Marketing efforts and the customer experience. When marketing messages are not well-coordinated or personalized, customers may experience: 


Receiving conflicting or irrelevant messages can confuse customers, leaving them uncertain about your brand’s message or intentions. 


Irrelevant messages can be irritating and lead to customers unsubscribing or disengaging from your brand. 

3.Loss of Trust:

Customers expect brands to understand their preferences and needs. Misfired messages erode trust, as customers may feel that their data is mishandled or not valued. 

4.Missed Opportunities:

When messages are not timely or well-targeted, customers may miss out on valuable offers, promotions, or information that could enhance marketing engagement and customer experience. 

Opt for a Platform with CDP/MMH That are Born Together or Embark on a DIY Project 

To maximize customer engagement as part of a Customer-Led Marketing strategy, B2C marketing executives should prioritize the harmonious operation of their Customer Data Platform (CDP) with a Multichannel Marketing Hub (MMH). Certain CRM platforms, like Optimove, come pre-equipped with this seamless connection, providing an easy “out-of-the-box” solution. 

However, if a marketer decides not to adopt a platform with prebuilt CDP/MMH integration, there are key strategies to consider in taking a DIY approach to achieving this cohesion: 

1.Data Integration:

Ensure your CDP effortlessly integrates with all pertinent marketing channels. This guarantees real-time data sharing and synchronization, providing each channel with access to the most current customer information. 

2.Unified Customer Profiles:

Forge comprehensive customer profiles within your CDP by consolidating data from various channels. This unified perspective empowers marketing teams to comprehend each customer’s preferences, behaviors, and history across all touchpoints. 

3.Personalized Messaging:

Harness the potential of your well-connected CDP to craft highly personalized messages and experiences. Tailor content to each customer’s unique journey, significantly boosting engagement prospects. 

4.Cross-Channel Coordination:

Enact cross-channel coordination strategies that enable marketing messages to seamlessly traverse between channels. For instance, an email engagement could trigger a follow-up message on a social media platform. 

5.Automation and Orchestration:

Make the most of automation and orchestration tools within your multichannel marketing hub to streamline customer interactions. Automate responses, follow-ups, and triggers to maintain consistency and timeliness. 

By adopting these strategies, you can ensure that your CDP and MMH work in harmony, creating a seamless and engaging customer experience that embodies journey orchestration.  

Whitepaper: Why Your CDP Needs a Brain

CDP Institute’s David Raab makes the case for embedding a decision engine in your CDP

The harmonious operation of a Customer Data Platform (CDP) with a Multichannel Marketing Hub (MMH), similar to Optimove, is paramount for effective customer engagement. Prioritizing data integration, unified customer profiles, and personalized messaging creates a seamless and engaging customer experience. This journey orchestration fosters meaningful interactions with consumers, driving customer loyalty and optimizing customer lifetime value. 

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Rob Wyse

Rob Wyse is Senior Director of Communications at Optimove. As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.