There was a time when a CMO’s didn’t need to worry about Customer Identity & Access Management (CIAM) solutions. CIAM was the province of the IT department. Things change rapidly, though, and now marketing and identity access management go hand-in-hand. A business’s applications need to be able to identify customers across multiple platforms, and should tailor its marketing strategies to specific customer identities that can only be uncovered effectively through CIAM.

If you’re a CMO, or any marketing professional, who understands the importance of an effective CIAM solution for your business, here are five things to consider.

1. The Right CIAM Gives You a Single View of the Customer

Your goal with customer identity and access management is to create a single view of customers across all department data profiles. From a marketing perspective, this allows you to optimize your ability to engage with your customers, as you are much better able to understand what their specific needs are, how to meet them and how to communicate you can more effectively meet their needs.

2. CIAM Is a Security Platform

Having a comprehensive customer identity and access management system also greatly enhances security for your business. A CIAM platform can use real-time context clues to determine whether they should give a user access. If they detect anything unusual in the access attempt – a login from an unrecognized IP address or in the middle of the night, for example – they can be directed to engage second-level security protocols like requiring a verification code texted to an approved smartphone.

In fact, your customer identity and access management system can and should engage multifactor authentication. This requires at least two identifications, like a password and fingerprint scan, for access.

3. CIAM Is Infinitely Scalable

Your customer identity and access management system can adapt to an ever-evolving digital marketing landscape. It allows you to maintain your business processes and customer relationships across a wide range of devices, including ones yet to be invented, and for millions of customers.

4. Customer Identity and Access Management Is Not Just an Edge for CMOs, It’s a Necessity

When the idea of CIAM first rose to prominence, CMOs could use it to gain a marketing edge. Today, all good CMOs are exploiting the benefits of customer identity and access management. If you’re not, there’s a good chance you will be left behind. Traditional marketing strategies are simply too slow in a digital marketplace, and you need the best customer identity and access management system you can find to stay ahead of the game.

5. Optimal IDM Has a Complete Range of Identity and Access Management Solutions to Meet Your Needs

From the Optimal IdM Visual Identity Server to the LADP Proxy Firewall to the Optimal multi-factor authentication-as-a-service offering, Optimal IdM has a complete range of effective identity and access management solutions for your business. We offer award-winning solutions that will help you identify and protect your customers to expand your company’s reach and increase consumer confidence in your business. To find out more about how Optimal IdM can help you with your customer identity and access management needs, request a free trial today.


  • Managing and auditing account and data access by privileged users.