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.

EUMarketers now have an unprecedented opportunity to engage customers at every step of their journey,EU said Scott McCorkle (pictured above), CEO of Salesforce Marketing Cloud, Salesforce. EUThe 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.EU

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.

Event-Triggered Automation

EUSalesforce's next-gen Marketing Cloud reflects the increasing diversity and complexity of advertising channels facing the company's business customers,EU Charles King, principal analyst at Pund-IT, told us. EUAlong 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.EU

HereEUs SalesforceEUs pitch: a growing number of smartphones, connected products, apps, wearable devices and digital communications is creating trillions of daily customer interactions. The customerEUs journey and every customer interaction, from responding to a marketing campaign, to chatting...

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