Salesforce has revealed the next version of Marketing Cloud, adding new features to the digital marketing service that aim to help marketers make better use of customer relationship management (CRM) information.
Scott McCorkle, chief executive of Marketing Cloud at Salesforce, said the upgraded cloud-based marketing service has been designed to use data gleaned from customer interactions so that promotional content is presented at the right time and in the right format to targeted audiences.
"Marketers now have an unprecedented opportunity to engage customers at every step of their journey," he added.
Journey Builder, the cloud marketing tool that maps customer-focused marketing campaigns in Marketing Cloud, is now easier for marketers to tap into Salesforce's Sales Cloud and Service Cloud tools so that campaigns extend into sales and services activities.
Features in the new Journey Builder, such as managing contacts and accounts, can now be automated with event-driven triggers.
For example, when a customer downloads a company's app, the action can trigger a message to be sent to them or to modify the company's records on the customer, thereby allowing more marketing actions to be taken in real time based on customer interactions.
Salesforce has also reworked the Active Audiences advertising platform feature in Marketing Cloud, revealing new partnerships with digital advertising specialists including LiveRamp, LiveIntent, Neustar and Viant.
The partnerships allow Marketing Cloud to take CRM data from the Salesforce1 platform and use it to power adverts across over 100 advertising networks and technologies.
Active Audience also integrates with Journey Builder to allow marketers to keep adverts relevant and targeted to specific audiences and customers, rather than taking a scattergun approach.
The tool offers the ability to target audiences on social networks by enabling companies to set up advertising on Facebook, Twitter and LinkedIn through Active Audience.
By tapping into up-to-date CRM data from a company's Salesforce1 setup, Active Audience can ensure that adverts presented on social sites are kept relevant to the targeted audience and can be updated so that spending is not wasted on stale adverts.
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