What is the first step for the B2B company to send communications to current customers?

Onboarding CRM data into an Adobe Experience Platform (AEP) dataset is critical for a B2B company looking to send communications to current customers. This step establishes a foundational data layer that enriches the company’s understanding of its customer base. By integrating CRM data, the company can leverage detailed insights about customer behaviors, preferences, and engagement history, allowing for more personalized and effective communication strategies.

Sending communications without first ensuring that customer data is accurately reflected in the system would limit the ability to target messages effectively. For instance, without the CRM data onboarded, any segmentation or targeting—such as those that might occur through Adobe Audience Manager—would lack the necessary customer context. Therefore, the onboarding of CRM data is essential before taking further actions like creating segments or crafting communication campaigns.