Activate Account Signals to Accelerate Buyer Journeys

Liferay Data Platform (LDP) unifies CRM, campaign, account, and digital behavior data so Marketing and Sales can identify the accounts most likely to convert, act on buying signals sooner, and focus resources where they'll have the greatest commercial impact. 

Use LDP with your existing DXP to build trusted profiles and account lifecycle intelligence, or pair it with Liferay DXP to turn those insights into real-time segments and personalized experiences that increase engagement, accelerate pipeline, and drive revenue growth. 
 

Smarter Account Engagement, From Unified Data to Decisive Action

See the whole account in one trusted view.

Account data is scattered across your CRM, campaign tools, ABM platform, and Liferay DXP, making it hard to know what's really happening with an account, or to trust what you're looking at. Liferay Data Platform brings relevant data from selected existing systems together into one account view, without a full replatforming project.  Every field stays traceable back to its source, so teams spend less time reconciling data manually and more time making confident, fully-informed account decisions.

  • Unified account profile

    See relevant data from selected CRM, ABM, campaign, and Liferay DXP behavioral data in a single account record, so you get a full account picture without replatforming your CRM, marketing automation, or ABM stack.

  • Source-labeled fields, with data source prioritization

    Trace every account detail back to its original system, and set rules for which source wins when systems disagree. This means the account view stays relevant and trustworthy.

  • Demandbase and widely used CRM and marketing automation connectors

    Sync CRM records, campaign engagement, and account-level website behavior into LDP, giving teams a broader, more complete set of account information to base decisions on

  • Context for important decisions

    Review the quality and relevance of account activity before deciding what content, campaign, or follow-up should come next, and catch signals that a single data source would have missed on its own

  • Single customer view

    Spend less time manually stitching account context together and more time reviewing, prioritizing, and acting on accounts.

Know exactly which accounts to prioritize next.

Account lifecycle management starts with a shared view of account progress. Not every account deserves the same amount of attention, and without that view, Marketing and Sales often disagree on which ones do. Liferay Data Platform places every account into a clear lifecycle stage based on real activity, so teams can see who's advancing, who's stalled, and where to focus effort next. With Marketing, Sales, and RevOps working from the same view, everyone prioritizes the same accounts instead of chasing separate lists and reports.

  • Account lifecycle dashboard

    Track every account across defined lifecycle stages - Aware, Engaged, Pipeline, Onboarding, Established, and At-Risk - in a single shared dashboard, with the high-water mark rule ensuring accounts always reflect the most advanced stage they've reached.

  • Configurable stage triggers

    Adjust the criteria behind each lifecycle stage yourselves, without waiting on engineering or IT. 

  • Momentum and conversion signals

    See which accounts are advancing quickly and which have stalled, using stage-to-stage conversion rates and average time-in-stage data, so teams know where to prioritize outreach and follow-up

  • One shared view for Marketing, Sales, and RevOps

    Replace fragmented lists with a single view, so teams coordinate outreach based on the same stage and activity data instead of duplicating work.

  • Campaign attribution

    Tie pipeline and revenue outcomes back to the campaigns and touchpoints that actually moved an account forward.

Act on buyer signals while they're still hot.

Buyer interest can fade fast, and by the time a report or overnight refresh flags a signal, the moment to act on it has often already passed. Working together, Liferay Data Platform and Liferay DXP let marketers build and update account-level segments themselves, without writing code. From there, Liferay Data Platform evaluates behavior as it happens and triggers personalized content, calls to action, and recommendations inside Liferay DXP automatically. The result is an on-site experience that responds while interest is still current, not after the opportunity has passed.

  • Real-time segments and personalization

    Add or remove accounts from a segment the moment behavior changes, based on how recent, frequent, or sustained that activity is, so segment membership always reflects what's happening right now

  • Native Liferay DXP triggers

    Segment changes automatically adapt content, calls to action, and recommendations, with no separate activation tool or technical support required.

  • Segmenting by account, without code

    Combine behavioral signals with account data from CRM and ABM systems to build account-level segments yourselves, without writing code or waiting on IT.

  • Segmenting the editor for connected data sources

    Build segments using account attributes from newly connected systems as soon as they're available, without waiting on a code deployment.

Unlock the full potential of Liferay Data Platform with Liferay’s DXP

LDP + Personalization

Respond to buyer interest while it's still current. Liferay Data Platform continuously evaluates account behavior and profile changes, then updates segments as accounts qualify or their activity expires. With Liferay DXP, those segments can immediately trigger more relevant content, calls to action, recommendations, and journey paths – without a separate activation platform or an IT ticket.

Liferay Data Platform + Search

Help visitors find content that they require in their buying journey. Liferay Data Platform provides richer account and engagement context for segmentation, while Liferay Search can personalize results according to a user’s segment and digital context – making relevant resources easier to discover.

Liferay Data Platform + Sites

Make your websites, portals, and other Liferay-powered experiences account-aware. Liferay Sites provides the pages, content, and applications used to build digital experiences, while Liferay Data Platform supplies the account profiles, lifecycle stages, and segments needed to tailor those experiences. With Liferay Sites, changes in buyer behavior can trigger relevant on-site experiences in real time.

Liferay Data Platform + CMS

Turn connected account insight into more relevant content experiences. Use Liferay Data Platform segments to identify an account’s interests, activity, and lifecycle stage, then use Liferay CMS and Personalization to adapt page content, layouts, and messaging for each audience – while keeping content creation and governance centralized.

Insurance

How Merkur Versicherung Delivers Personalized Experiences for Employees, Brokers, and Partners

Insurer Merkur Versicherung is able to display content according to individual needs and roles, enabling employees, brokers, and cooperation partners to carry out their work correctly.

300,000 +

users

20,000 +

customer portal users/year

1,000

employees

Frequently-Asked Questions

Yes. Liferay Data Platform organizes accounts into configurable account lifecycle stages, the foundation of effective account lifecycle management, and helps teams identify accounts that are advancing, remaining in a stage too long, or losing momentum. Marketing and Sales teams can use this shared view to prioritize campaigns and follow-up.

Yes. Liferay Data Platform brings together relevant data from selected existing CRM, marketing automation, ABM, and digital experience systems. This gives teams a more connected view of account activity without requiring a major replatforming project.

Yes. Marketers can create account-level segments using account attributes and individual behavioral signals. Data from connected sources, across selected widely used CRM, marketing automation, and ABM platforms can be made available in the segment editor without a code deployment.

Liferay Data Platform shows where account information comes from and helps teams decide which source to rely on when details do not match. This gives Marketing a clearer, more consistent view for building audiences, planning campaigns, and reporting on account activity. 

Yes. Liferay Data Platform connects campaign engagement and behavioral data with CRM opportunity outcomes. This helps Marketing understand which campaigns, content, and touchpoints influenced account progression and pipeline. 

Yes. Liferay Data Platform can be used with any DXP to understand how target accounts and audience segments engage with content such as pricing pages, case studies, webinars, comparison guides, and product pages. However, when paired with Liferay DXP, marketers benefit from a more streamlined and efficient workflow, with the ability to filter and analyze asset performance by account or segment within an integrated experience. 

Additional Resources

Product Info

Personalization Fact Sheet

Customer Story

Škoda Auto's Intranet Serves 40,000 Employees with Personalized Experiences

Whitepaper

How to Use Personalization to Reduce Cost-to-Serve

More Personalization Insights

Turn Account Lifecycle Management into Action

Identify the accounts gaining momentum, understand what is driving engagement, and act while intent is high – so Marketing and Sales can focus resources on the opportunities most likely to convert and accelerate pipeline.