Salesforce Boosts Marketing Cloud To Help Biz Better Use CRM Data
CRM giant Salesforce just took the covers off the next generation of its Marketing Cloud. But is now the time to invest in a driving a better customer experience? Salesforce beefed up several features that make its software even more compelling for enterprises sitting on the customer experience fence.
The Marketing Cloud lets marketers build a single view of the customer, map and optimize journeys, deliver personalized content on every channel -- e-mail, advertising, social, Web, mobile, apps -- and measure the business impact. The next generation Marketing Cloud taps over 100 digital advertising networks and technologies including Web/display, social, mobile, apps and video.
“Marketers now have an unprecedented opportunity to engage customers at every step of their journey,” said Scott McCorkle (pictured above), CEO of Salesforce Marketing Cloud, Salesforce. “The next generation of the Salesforce Marketing Cloud uniquely helps companies take action on data from any customer interaction to deliver the right content at the right time across every channel.”
In this new iteration, the Journey Builder feature gives enterprises one place to map and optimize journeys across sales, marketing, service, custom apps and more. And a revamped Active Audiences feature lets marketers leverage ad targeting next to digital marketing across the ecosystem with Facebook, LiveIntent, LiveRamp, Twitter, Viant and Neustar.
“Salesforce's next-gen Marketing Cloud reflects the increasing diversity and complexity of advertising channels facing the company's business customers,” Charles King, principal analyst at Pund-IT, told us. “Along with managing traditional media, print marketing and sales campaigns, organizations also need to measure the value of online, social, Web and mobile channels, and effectively leverage them.”
Here’s Salesforce’s pitch: a growing number of smartphones, connected products, apps, wearable devices and digital communications is creating trillions of daily customer interactions. The customer’s journey and every customer interaction, from responding to a marketing campaign, to chatting with a salesperson to pursuing the resolution to a customer support case, is an opportunity to build a relationship and define the brand. All this is leading companies to compete on customer experience.
With that said, delivering a competitive omni-channel customer experience is especially challenging. Access to customer data is only part of the equation. The real issue is activating that data and interfacing with customers with the right content across all channels. Salesforce sees the answer as event-triggered automation and real-time personalization and that’s where the Marketing Cloud comes in.
Making the Process Simpler
“With the Salesforce Marketing Cloud, FleetCor is bridging the gap between marketing, sales, and service,” said Pamela Coan, director of customer marketing, FleetCor. “By integrating all of our customer data, we can now act on it in real-time across customer facing departments, which is leading to increased customer engagement and satisfaction.”
Leading organizations that successfully exploit business moments are able to accurately create distinct brand, customer service or sales values based on a nuanced understanding of their customers' journeys, according to Gartner Inc.'s "Connect Business Moments, Personas and Journey Maps to Boost Customer Experience Outcomes" report. That’s what Salesforce Marketing Cloud promises to help enterprises do.
“Making that process simpler and more efficient is the goal of the Salesforce next-gen Marketing Cloud,” King said. “In essence, the solution provides a single view for both managing multi-faceted campaigns and for determining their effectiveness. While the new solution may not be appropriate for every business or circumstance, Salesforce's next-gen Marketing Cloud could fill the bill for companies designing multi-channel sales and marketing campaigns.”
Salesforce Marketing Cloud and Journey Builder are generally available now for customers. Journey Builder pricing starts at $3,750 per month. New Journey Builder activities, triggers and events with Sales Cloud and Service Cloud will be available in the fourth quarter of 2015. Active Audiences is also generally available now for customers. New Active Audiences display features are expected to be generally available in the third quarter of 2015. Active Audiences pricing starts at $4,200 per month.
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