Salesforce Launches Sales Cloud with B2B Marketing Automation
Technology has always played a big part in customer relationship management, but it has still remained a fairly labor-intensive job. Two new tools from Salesforce, however, are aiming to make the process a little more automated.
Dubbed the “Intelligent Engagement Studio” and “Sales Cloud Engage,” the new products promise to use information about how sales prospects engage with marketing information to generate more useful information for salespeople.
The platforms will collect data on the amount of time prospects spend looking at marketing materials, such as e-mails, and what steps they take next. They can then deliver that information to sales reps’ mobile devices in real time, and help marketing personnel develop customized material catered to the prospects' apparent needs.
Adaptive Nurture Campaigns
“We’re making it easier than ever for marketing and sales to work together and leverage insights about prospect behavior to sell smarter,” said Adam Blitzer, SVP and GM of Salesforce Pardot, the marketing automation technology behind the new product. “Marketers now have the ability to help sales nurture their own pipelines and engage with prospects in real time, and this is driving the amazing customer momentum we are seeing with B2B marketing automation.”
Salesforce hopes the new granular targeting, testing and reporting capabilities will allow marketers and sales teams to connect with prospects more effectively. In addition to helping create more targeted marketing material, Intelligent Engagement Studio will also guide prospects through something called “adaptive nurture campaigns.” These are procedures that are designed to move a prospect through the sales process by adapting to the prospect’s profile.
Typically, B2B marketers only receive basic behavioral data such as e-mail open rates without prospect sales stage data. Intelligent Engagement Studio, on the other hand, will provide marketers with both behavioral marketing and sales stage data points. For example, when someone advances to a new sales stage and also views a specific piece of content, Intelligent Engagement Studio will analyze those data points to route the prospect to a new path.
Integrating with Mobile
Sales Cloud Engage, meanwhile, is designed to help sales reps move away from developing their own ad-hoc marketing campaigns manually. The platform provides marketing content, data and insights on leads prior to engagements, with the goal of helping reps build personalized nurture campaigns of their own.
Lead nurture campaigns also integrate with the Salesforce1 Mobile App, allowing salespeople to add leads to nurture campaigns from their phones. They will also be able to pull up prospects' entire engagement histories with their companies.
Sales Cloud Engage is expected to be generally available by the end of April for $50 per seat per month. Intelligent Engagement Studio is expected to be in pilot in the second half of 2015, with pricing to be announced at that time.
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