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Salesforce Offers Engagement Tools To Help Brands Build Personalization https://ift.tt/3hBBPXv Salesforce has unveiled several AI-powered integrations for Marketing Cloud to help companies humanize interactions with customers. One new offering -- Einstein Engagement Scoring in Salesforce CDP -- allows brands to omit users who are not likely to engage with emails or mobile and choose other channels such as social media. According to Salesforce, the other new tools include:
advertisement advertisement These new features build on the recently announced integration of Salesforce and Slack. According to the State of Marketing Report, a study by Salesforce, 60% of customers are open to the use of AI to improve their experiences. The top AI use cases are driving recommendations, personalizing the overall customer journey, and automating customer interactions. “Brands that have accelerated success during the pandemic are data-focused, embrace AI, prioritize privacy, and find agile ways to collaborate across their entire organization,” said Michael Kostow, executive vice president and general manager, Marketing Cloud, Salesforce. Several Salesforce clients are taking this approach. For instance, HBO Max has added 14 million new subscribers in the U.S. and is now in 40 countries worldwide, utilizing a performance-driven marketing approach. “We need insights quickly in order to make data actionable, and Datorama helps us to do this by connecting different reporting feeds. states Charles Navarro, VP marketing technology at HBO Max. “With the ability to analyze the data at a granular level, we can test new tactics and campaign ideas to learn what works best for our different audiences.” Another client, Boston Scientific, serves healthcare professionals and professions “and ultimately the caregivers and patients they serve,” says Danielle Comito, Global CDP Leader, Boston Scientific. Comito notes that customer information had been “siloed across different systems, making it harder for us to provide a hyper-personalized experience. Salesforce Marketing Cloud now unifies data from across our organization, so we have a single view of each customer and can build deeper, more holistic relationships. Meanwhile, Momentive (formerly SurveyMonkey) has found a single source of truth for its data in Salesforce Marketing Cloud. “Having all our data in one place means we can create smarter automations and rules to help us tailor our messages to what the customer wants and needs, ensuring they hear only the best, most relevant information,” states Denis Scott, vice president of growth marketing at Momentive. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH September 15, 2021 at 03:04PM
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April 2023
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