Liferay announced the general availability of Liferay Data Platform (LDP). This new offering gives B2B organisations a single, trusted view of account activity, drawn from CRM, marketing automation, account-based marketing (ABM), and behavioural data. This capability addresses one of the most pressing challenges facing enterprises across the Middle East today.
For complex B2B organisations, account journeys typically span multiple functions, stakeholders, and touchpoints. Because relevant data is captured across CRM systems, marketing platforms, web analytics tools, and other sources, it can become fragmented, with each system showing only one part of the overall relationship. No single system reveals how an account is progressing across the full journey, while reconciling the pieces manually can take time that sales and marketing teams do not have.
LDP gives teams three core capabilities: a unified account view that connects activity across selected enterprise tools; an Account Lifecycle Dashboard that tracks accounts across six stages from Aware through At-Risk; and real-time segments that evaluate behaviour as it happens, triggering personalised content within Liferay DXP without requiring an IT ticket. Sales and marketing teams get a view of account activity, enabling faster and more precise account decisions.
LDP’s data layer is also designed with AI-readiness in mind. By bringing account and behavioural data into a more unified, structured foundation, LDP can support future native integrations with capabilities such as AI Hub.
“Manufacturers, distributors and other B2B organisations run their business on long-term account relationships. What they haven’t had is one place that shows how those relationships are progressing,” said Julia Molano, Director of Product Management at Liferay. “That can mean missing signs that an account needs attention or reaching out after buyer interest has already faded. LDP gives teams the visibility to get ahead of those moments, not just react to them.”
“For B2B organisations in the region, data spread across disconnected systems makes it difficult to build a complete picture of account progress and act on it at the right moment,” said Moussalam Dalati, General Manager, Middle East, Africa and France, Liferay. “Liferay Data Platform brings that intelligence together, giving organisations one shared foundation to act on account activity and drive meaningful business outcomes.”
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