Salesforce Marketing Cloud has enhanced its Advertising Studio app with Lead Capture for Sales Cloud. With the enhancement, companies will be able to receive fully populated customer leads automatically in Sales Cloud, and customers will be able to engage quickly with ads and offers they’re most interested in, the company said in a blog post.
Marketing automation provider SharpSpring announced the launch of a landing page builder and blog builder. The capabilities will enable users to use existing lead data captured in SharpSpring and build pages and emails that adapt to visitors by displaying different text, images and calls-to-action based on their attributes and interests.
The convergence of marketing and sales for a holistic view of the customer was the key theme at Salesforce Connections 2016, where Salesforce executives unveiled that its Marketing Cloud has received the Lightning update to provide a consistent user experience across all of its cloud solutions.
B2B buying habits are adapting and evolving at a rapid rate thanks to the growth of technology and information at the buyer’s disposal. To accommodate this behavior, B2B organizations need to continuously optimize their campaigns to meet buyer expectations. That includes everything from maximizing account-based marketing (ABM) and boosting sales enablement to fine tuning the role data plays within campaigns.