Digital experience platform provider Liferay has announced the general availability of Liferay Data Platform (LDP), a new offering designed to give B2B organisations a unified view of account activity across sales, marketing and digital experience systems.
LDP brings together data from customer relationship management (CRM), marketing automation, account-based marketing and behavioural sources. According to Liferay, the platform is designed to address fragmented account data across multiple systems and help sales and marketing teams gain a consolidated view of customer activity.
The platform combines customer and account information from existing systems and links both known and anonymous activity to accounts. It also tracks the source of data and applies customer-defined rules to resolve conflicts.
LDP includes an Account Lifecycle Dashboard that tracks accounts across six stages, from Aware to At-Risk. The dashboard can identify accounts that have remained in a particular stage for 90 days or more and provides visibility into movement between stages.
The platform also offers real-time segmentation based on account behaviour. Within Liferay DXP, these segments can be used to trigger personalised content and experiences based on defined activity criteria.
Julia Molano, Director of Product Management at Liferay, said the platform is intended to help B2B organisations better understand how account relationships are progressing and identify situations where customer engagement may require attention.
Liferay said LDP is designed to work with existing sales, marketing and digital experience systems, allowing organisations to use consolidated account information without a full technology replatforming.
The company provides digital experience platform solutions for marketing and commerce websites, customer portals and intranets. Liferay said its platform is used by more than 1,000 companies globally.