At the core of any successful B2B commerce strategy lies a deep understanding of your customers. However, we have seen that often customer data is fragmented across multiple systems, making it challenging for businesses to gain a comprehensive view. For companies using Salesforce, this is a great use case for a combination of Salesforce Data Cloud and Commerce Cloud.

By using Data Cloud to identify unique customers across various data sources, Salesforce enables businesses to create a unified customer view and identify key insights. Leveraging these clouds together allows businesses to unlock a wealth of data-powered insights right out of the box that can transform their operations and drive success. 

In this article, I’ll tell you about six key insights that can be gained from utilizing these platforms together, and how they can revolutionize the way you approach B2B commerce.
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Insight #1: Customer Lifetime Value

One of the most powerful insights that can be gained from combining Data Cloud and Commerce Cloud is a thorough understanding of customer lifetime value (CLV). CLV is a metric that represents the total amount of money a customer has spent with your business over the course of their relationship with you.

By leveraging context powered segmentation, businesses can understand CLV with a high degree of accuracy. This means companies can easily identify their most valuable customers, allocate resources accordingly, and develop strategies to maximize CLV. For example, by identifying high-value customers, businesses can prioritize their retention efforts and tailor their marketing campaigns to keep these customers engaged and loyal.

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Insight #2: Customer Spending Patterns

Another valuable insight that can be gained from AI-powered data analysis is a deep understanding of customer spending patterns. By analyzing customer spend by category and time period, businesses can identify trends and opportunities that may have otherwise gone unnoticed.

For instance, if a company notices that a particular product category is experiencing a surge in sales during a specific time of year, they can use this insight to optimize their inventory management and marketing efforts. Similarly, if a business identifies a decline in spending among a certain customer segment, they can use this information to develop targeted re-engagement campaigns.

Using Data Cloud to surface customer spending patterns not only helps businesses make more informed decisions, but it also enables them to proactively address potential issues and capitalize on emerging opportunities.
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Insight #3: Product Affinity

Understanding which products or categories a customer is most likely to purchase can be a game-changer for B2B companies. This is where product affinity comes into play. By analyzing customer data, businesses can determine which products or categories a customer is most interested in, and use this information to drive personalized recommendations.

AI-driven personalized recommendations can take many forms, from targeted email campaigns to dynamic website content. By presenting customers with products or categories that align with their interests and preferences, businesses can increase the likelihood of conversion and drive incremental revenue.
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Insight #4: Customer Engagement

Engaging customers is crucial for building long-term relationships and driving repeat business. However, measuring and predicting customer engagement can be challenging, especially in the B2B space. 

When businesses analyze customer data, such as purchase history, website interactions, and customer service inquiries, they can gain a deeper understanding of customer engagement levels. Einstein, paired with Data Cloud, can then use this data to forecast future engagement, allowing companies to proactively address potential issues and identify opportunities for improvement.

To improve engagement and retention, businesses can leverage strategies such as personalized content, targeted promotions, and proactive customer service. By tailoring their approach to each customer's unique needs and preferences, companies can foster stronger relationships and increase the likelihood of long-term loyalty.
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Insight #5: Churn Risk Prediction

Customer churn is a major challenge for B2B companies, as losing customers can have a significant impact on revenue and profitability. By leveraging AI to identify at-risk customers, businesses can take proactive steps to reduce churn and improve retention.

Data Cloud can organize, and surface a wide range of data points, such as purchase frequency, customer service interactions, and website behavior, to identify customers who are at risk of churning. Armed with this insight, businesses can develop targeted retention strategies, such as personalized offers, proactive outreach, and improved customer support.

When companies proactively address churn risk, they can not only reduce the likelihood of customer attrition but also demonstrate their commitment to customer success, which can help foster long-term loyalty and advocacy.
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Insight #6: Upsell/Cross-sell Opportunities

Upselling and cross-selling are powerful strategies for driving incremental revenue and increasing customer lifetime value. However, identifying the right opportunities can be challenging, especially in the complex world of B2B commerce.

By analyzing customer data, such as purchase history, product affinities, and browsing behavior, Data Cloud / Einstein can identify upsell and cross-sell opportunities that are most likely to resonate with each customer. For example, if a customer has purchased a particular product in the past, Commerce Cloud can recommend complementary products or services that are likely to be of interest.

To maximize the impact of these recommendations, businesses can use AI to personalize their offers based on each customer's unique preferences and behavior. By presenting the right offer at the right time, companies can increase the likelihood of conversion and drive significant incremental revenue.

If you're looking to take your B2B commerce operations to the next level, now is the time to explore the transformative potential of Salesforce's Data Cloud and Commerce Cloud. With the right tools, insights, and strategies in place, the possibilities are endless. Our team here at Saltbox can help your company implement or improve your use of these tools so you can really understand these insights and improve your bottom line.