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Marketing CDP
The World’s #1 Customer Data Platform (CDP)
Give your team and AI agents the context they need to act, personalize, and grow customer relationships at scale. Salesforce's CDP unifies every customer signal across marketing, sales, service, and commerce into one trusted, real-time foundation.
Leading marketing teams of every size and industry unify data with Data 360.
What is a marketing CDP?
A CDP is a customer data platform, and Data 360 is the #1 CDP. It’s built for marketers and it’s the data foundation every Agentforce agent runs on. It unifies every customer signal into a single, real-time profile so you can build seamless, personalized experiences across marketing, sales, service, and commerce. And with Zero Copy architecture, your data is ready to activate anywhere. No IT bottlenecks, no delays.
How can a customer data platform (CDP) help your business?
Build and enrich any audience
Use natural language to build audiences before the moment to connect passes. Your team can move at the speed of the customer, and your agents have the context to act.
Connect every team’s data
Break down silos between marketing, sales, service, and commerce with one shared view of the customer. Give humans and AI agents the context to act together, not in parallel.
Make every channel better
Real-time data triggers journeys, informs agent decisions, and powers personalization. It works across channels like email, web, paid media, and more while keeping data secure.
How can you enhance your marketing programs with CDP?
Act on your most important customer signals
From first-party data to partner collaboration, every audience you need is one natural-language prompt away.
Describe the audience you want in plain language. Agentforce translates your prompt into precise segment attributes across real-time unified data with no SQL, no IT ticket, no waiting. Targeting that took days now takes minutes.
Real-time signals keep every profile current across every channel, app, and team. Identity Boost layers partner data on top, so your audiences stay accurate and never go stale.
Collaborate with media and data partners without ever moving or exposing raw data. Data 360 Clean Rooms use Zero Copy architecture to match, analyze, and discover hidden audiences right inside Salesforce.
Give every team and agent one source of customer truth
Your customers don't experience your teams in silos. Now your data doesn't either.
A single, real-time profile spans every Salesforce cloud. Marketing knows what service resolved. Sales knows what marketing sent. Every agent acts on the same truth, so no customer ever repeats themselves.
Stitch anonymous and known data across devices and touchpoints into one individual and household view. Your own rules link disconnected records, so each profile reflects the full relationship, not a fragment.
Start using data from Snowflake, Google BigQuery, Databricks, and more without moving it. Zero Copy gives agents and marketers live access to all your data, wherever it lives. That means no pipelines and no compliance risk.
Deliver seamless activation across every channel and customer
From paid media to journey orchestration, your data and agents make every customer experience more effective.
Push consented first-party audiences directly to Google, Meta, Amazon, LinkedIn, The Trade Desk, and CTV partners. Suppress ads for customers mid-service case. Build lookalikes from high-intent signals. No third-party cookies required
Trigger and refresh data-driven journeys as segment membership changes. Every touch point, channel, and message adapts to who the customer is right now, not just who they were when the campaign launched.
Real-time profile signals inform every recommendation, content decision, and offer across web, email, mobile, and agent interactions. Set the strategy, define the guardrails, and let agents deliver relevance at scale.
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Marketing CDP FAQs
A customer data platform (CDP) unifies your customer data. It brings your website, CRM, email, mobile app, commerce, service interactions, and more into a single, real-time profile for every customer. For marketers, that means you always know who you're talking to: what they've purchased, what they've browsed, what they've opened, and what they're interested in right now. With that foundation, your team and your AI agents can build smarter audiences, personalize every experience, and activate across every channel without waiting on IT or a data analyst.
Instead of waiting days for an IT ticket or manually uploading lists, you can describe the audience you want in plain language and Agentforce builds the precise segment for you using real-time data across every customer signal. No SQL required. Audiences refresh automatically as customer behavior changes, so you're always marketing to who your customers are right now, not who they were when your campaign launched.
A unified data foundation makes your customer data actually usable. That looks like raising conversion rates with real-time segmentation and personalization, improving customer lifetime value with AI-powered next-best-action recommendations, and driving upsell and cross-sell with connected journeys that respond to live intent signals.
Your data warehouse is a system of insight, which is great for analysis. The Salesforce CDP is a system of activation. It takes that data and puts it to work across campaigns, AI agents, personalization, and paid media in real time. And with Zero Copy, your data stays exactly where it already lives (Snowflake, BigQuery, Databricks) meaning no movement, no duplication, no compliance risk. You get activation without the overhead.
Yes, and it can even do it without moving your data. Zero Copy connects directly to Snowflake, Google BigQuery, Databricks, and 100+ other sources in place. On the activation side, you can push consented first-party audiences directly to Google, Meta, Amazon Ads, LinkedIn, The Trade Desk, and CTV partners through native connectors. Your data powers every channel, all from one place.
Data 360 is a CDP, but one that goes far beyond your average data storage solution. It delivers all the traditional CDP benefits like identity resolution, audience segmentation, cross-channel activation. It's also the shared data foundation for every Agentforce agent across marketing, sales, service, and commerce. For marketers, that means your campaigns run on the same customer truth that your service team and AI agents use.
The Salesforce CDP (Data 360) is built directly into Marketing Cloud Next. It's not a separate integration. Every audience you build, every journey you launch, and every AI agent you deploy runs on the same unified customer profile. Your data is always ready to activate, and every marketing action automatically stays connected to what's happening across sales, service, and commerce.