At Dreamforce 16, Salesforce presented a keynote that introduced the updates and new plans for Marketing Cloud. The keynote was delivered by the CPO of Marketing Cloud, Bryan Wade and the VP of Marketing, Pardot, Shannon Duffy. It focused on how companies like MasterCard and Change.org use technology and analytics to predict customer behaviors connect with buyers on a whole new level through greater personalization.

In the first image below, Salesforce shows the underlying structure of the Marketing Cloud. Marketing Cloud is really trying to get to 1:1 marketing, and the announcements this week are all geared toward that.

Salesforce announced the company’s intent to acquire Krux, which is a leading Data Management Platform, to help expand the company’s big data play around marketing and advertising. This DMP will provide a much-needed set of capabilities to the Marketing Cloud. Salesforce continues their acquisition spree that has been focused on adtech and marketing tech by acquiring companies like ExactTarget, Buddy Media, Radian6 and now, Krux. This will bring Salesforce into closer parity with its competitors, which include Oracle (BlueKai) and Adobe (Audience Manager). This also plays into the bigger intelligence piece that the company has been trying to build by way of its new Einstein machine learning platform.

A big part of Dreamforce has been the Salesforce Einstein announcements. As you can see in the next picture, Einstein has also been added to the Marketing Cloud. With this AI tool, you can now have predictive capabilities within the Marketing Cloud. Since the Marketing Cloud already captures social network data, Salesforce Einstein is now able to analyze that data and integrate it into the scoring and recommendations.

This year’s Dreamforce has been abuzz with announcements on Salesforce Einstein. With Einstein being added to Marketing Cloud, marketers will now have the ability to shift away from using analytics that focus on past behavior to analytics that predict the optimal timing, channel, content and audience for any marketing message. Since the Marketing Cloud already captures social network data, Salesforce Einstein can now analyze that data and integrate it into scoring and recommendations.

In addition to adding Krux, the Marketing Cloud has integrated itself more and more with the wider Salesforce Ecosystem. They now have a Data Sync application to make sure that information coming into the Marketing Cloud is synced across to the Sales Cloud. More than 3B contacts were synced last month alone. Marketing Cloud is also integrated with Service Cloud and Community Cloud.  This means that when a customer interacts with the service center, you can capture that information and feed it into your Marketing Tools. The picture below shows a few of the capabilities now available with this integration. The Community Cloud can use this information as well.

Journey building is a key part of the Marketing Cloud. Salesforce shows a 25% increase in Marketing ROI using the Marketing Cloud and Journey Builder is a key part of that ROI.

Thomas Peroutka

Author Thomas Peroutka

Thomas Peroutka is a digital strategist with more than 15 years of experience in digital marketing strategy at the local, regional, and national levels for both start-up and established companies by focusing on core business objectives, creating high-impact marketing strategies, and delivering conversion-based results.

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