Intent launches Identity Enrichment for Salesforce AppExchange //

Today, LiveIntent launched Identity Enrichment on Salesforce AppExchange. Identity Enrichment allows users to match customers in their CRM against the identity, behavioral and demographic data from the LiveIntent Identity graph.

Woodson Martin, GM Salesforce AppExchange, stated that Identity Enrichment is a welcome addition. It enables customers to transform their digital lives by delivering accurate CRM data.

Salesforce has added AI-powered identity resolution capabilities earlier this year to their Marketing Cloud. Marketers who want to have the freedom to build their own stacks with the AppExchange can also use the Identity Enrichment app.

Multiple identifiers. With LiveIntent’s licensed Identity Graph, the Identity Enrichment app simplifies customer matching. The graph matches customers with multiple identifiers such as email addresses, phone numbers, and mobile identifiers.

LiveIntent will cleanse, enrich and dedupe the first-party data about the customer once the graph is matched to the marketer’s CRM. The enriched data can be used by marketers to improve their marketing and customer service functions, and includes license identity, behavioral, interest, and demographic data.

“LiveIntent’s Identity Enrichment App helps brands enrich customer records using high-quality data, and reduce duplicate CRM records,” Mano Pilai, Chief Product Officer, LiveIntent, stated.

Explore deeper: What is Identity Resolution?

Building on the first-party information. Marketers must make the most of first-party data to meet the privacy regulations and third-party cookie deprecation. Customers they have already contacted can become lost in the data fragmentation that continues to spread across digital channels.

Pillai stated that brands, retailers, and publishers will require efficient, comprehensive, accurate, and precise solutions to maximize their first-party data for growth. LiveIntent Identity Enrichment App provides the services necessary to ensure that their first-party information is accurate, verified, and addressed.

Why do we care? Identity resolution allows marketers to engage with their most important customers. Salesforce can use Identity Enrichment to make their B2B marketing more relevant to customers.

Also, Salesforce has launched a new experience on their AppExchange earlier in the year. This will make it easier for marketers to find the right apps and improve their searchability. All of this is part of the evolution of marketing, where consumers and marketers want to feel in control when they make purchases.

MarTech first published the post LifeIntent launches Identity Enrichment for Salesforce AppExchange.