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Salesforce Updates Marketing Cloud With New Email Features, Customer Mapping Tools

Salesforce has unveiled enhancements to its Marketing Cloud, including updated email, metrics and social media applications, along with integrated advertising tools to enable trigger ads based on CRM data.

Debuted at the Salesforce Connections event in New York, the new email features include upgrades to increase performance, ease of use and adoption rates.

The enhancements to Journey Builder, a customer journey mapping tool, are designed to help users map customer journeys across marketing, sales and customer service applications.

Updates to the Active Audience tool intend to help marketers synchronize ad targeting with CRM to run more relevant ads across all campaign channels. The new tools also provide access to digital advertising partners such as Krux, Facebook, LiveRamp, LiveIntent, Neustar, Twitter and Viant.

The pairing of Journey Builder and Active Audiences positions Salesforce Marketing Cloud users to deliver personalized content through multiple channels and measure overall effectiveness, according to company officials.

"The always-connected customer doesn't care if they receive marketing/sales/services interaction. All they care about is having a consistent conversation where and when they need it," said Scott McCorkle, CEO of Salesforce Marketing Cloud, Salesforce, in his keynote presentation. "As marketers we need to know our customers and prospects and where they are in the journey with us."

Other enhancements include:

  • Pre-Built Journey Triggers: Salesforce objects such as contacts, leads, accounts and cases, as well as custom objects are available as pre-built triggers in Journey Builder, designed to automate inbound event-driven triggers, such as a customer joining a loyalty program or downloading an app;
  • Social Network Targeting: Salesforce is a Facebook Marketing Partner for ad technology, content marketing, community management, and audience onboarding; a LinkedIn Certified Marketing Partner across sponsored updates and company pages; and a Twitter Official Partner; and
  • Automatic Customer Record Updates: The ability to automatically modify data in the customer contact record or set up wait times and decision splits to adjust the journey in real-time based on customer interactions across sales, marketing and customer service.

Salesforce Reports 33% Revenue Increase, CFO Retiring

salesforce logoSalesforce announced its fiscal fourth quarter and full fiscal year results, which ended Jan. 31, 2014. The report highlighted a full year revenue of $4.07 billion, a 33% increase year-over-year.

Total Q4 revenue was $1.15 billion, an increase of 37% year-over-year, and benefited in part by the acquisition of ExactTarget, which closed in July 2013.  Subscription and support revenues were $1.08 billion, an increase of 37% year-over-year.  Professional services and other revenues were $70 million, an increase of 43% year-over-year. 

Dreamforce Roundup: Revamped Marketing Cloud, Mobile And Predictive Analytics

Dreamforce logo

At Dreamforce, Salesforce debuted its revamped marketing hub — now dubbed Salesforce ExactTarget Marketing Cloud — as part of its Salesforce1 platform, a new set of technologies designed to deliver and integrate mobile versions of Salesforce-based applications.

The Salesforce ExactTarget Marketing Cloud is designed to integrate apps for email, mobile, social, web and marketing automation, into a single location. The marketing cloud also is designed to provide a consolidated view of every customer, help manage the customer journey and optimize content for every device.

Analysts who spoke with Demand Gen Report had mixed reactions to the new marketing cloud. Some pointed to a greater separation of B2B and B2C marketing tactics, while others saw it as bringing the two marketing disciplines closer together.

Salesforce Unveils Revamped Marketing Cloud At #DF13

Screen Shot 2013-11-21 at 12.33.56 PMAt Dreamforce this week, Salesforce debuted its revamped marketing hub — now dubbed Salesforce ExactTarget Marketing Cloud — as part of its Salesforce1 platform. The Salesforce ExactTarget Marketing Cloud is designed to integrate apps for email, mobile, social, web and marketing automation, into a single location.

The marketing cloud also is designed to provide a consolidated view of every customer, help manage the customer journey and optimize content for every device.

Vidyard Develops App For ExactTarget

ExactTarget Vidyard LOGOSVidyard, a video marketing platform provider, have announced the launch of the Vidyard app for ExactTarget, which is designed to provide marketers with an effective way to share video through email.

The Vidyard app for ExactTarget adds deeper functionality and interactivity to email campaigns, as well as detailed analytics data to measure your return-on-investment (ROI), company officials noted. After an individual leads open an email, Vidyard analytics identifies who watch the associated video content and for how long.

Marketers Looking To Combat More Aggressive Email Filters

email marketing - shutterstock 75457654While the reports of the death of email have been greatly exaggerated, marketing emails are in danger of being buried in the graveyard known as the “spam” folder. There have been a number of developments in recent months that have made it harder for marketing emails to land in the inbox.

Some new email filters, such as Swizzle and Mailstrom, make it easy for users to perform a mass delete and unsubscribe to rid their inbox of marketing messages. While these add-ons appeal to power users who are obsessive about clearing their inboxes, mainstream email providers are also making it more difficult for email marketers to make it into the coveted inbox. Google’s Gmail recently added a “Tabs” feature that relegates some marketing messages to the “Promotions” inbox and Microsoft’s Outlook’s “sweep” function can also put a dent in the success of email marketing campaigns.

PunchTab Launches Loyalty App For ExactTarget

PunchTab  Exact TargetPunchTab, a multichannel loyalty and engagement platform, has released a loyalty app that will work with ExactTarget. The app, which will enable marketers to reward customer engagement and create loyalty from within email, is available on HubExchange, the recently opened app marketplace for ExactTarget.

PunchTab App for ExactTarget HubExchange is designed to integrate consumer behavior across web, social, mobile and retail with ExactTarget email. This provides marketers with a more complete picture of the consumer, according to company officials.

ExactTarget Opens App Marketplace

Hub ExchangeExactTarget has opened HubExchange, a marketplace featuring a variety of partner apps, ranging from web conferencing and event registrations to QR code activation and Facebook ad retargeting.

HubExchange kicked off with more than 50 apps, including offerings from ReadyTalk, Compendium and Get Smart Content.

Adobe To Buy Neolane For $600M To Fill Out Marketing Cloud

Adobe-Neolane logoAdobe Systems Inc. agreed to acquire privately held Neolane, a provider of cross-channel campaign management technology, for approximately $600 million in cash. Industry observers say the acquisition helps to fill some gaps in Adobe’s Marketing Cloud but still leaves the company without a CRM platform.

The deal, which is expected to close in July, is the latest in a flurry of acquisitions of marketing automation firms, including Salesforce.com’s recent deal for ExactTarget and Oracle’s acquisition of Eloqua.

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