Salesforce, the world’s leading CRM provider, has announced new product innovations and updates across its Marketing and Commerce clouds, including many updates designed to improve its overall 360 customer strategy.
In today’s era, companies need to create connected experiences and fully understand their customers’ likes, desires, and needs to get more out of digital. Salesforce’s latest innovations combine data and digital to bring together marketing, commerce, sales, and service and put customers at the center of their digital strategy.
David Schmaier, Salesforce President and Chief Product Officer, said: “Being digital-first and customer-centric has never been more important. With Digital 360, companies have the full power of Salesforce to go digital faster, build a single view of their customers, and drive growth.“
With the next updates of Marketing Cloud, marketers can learn about their customers interact with relevance, humanize every moment with AI-driven customization, and optimize overall marketing impact with data-driven analytics.
Salesforce CDP: Salesforce CDP supercharges customer interactions everywhere. Today, Salesforce CDP integrates two technologies to help enterprises deliver more dynamic experiences.
- Interaction Studio analyzes cross-channel interactions between brands and uses Einstein to identify and send messages quickly, product offers, or content recommendations.
- Loyalty Management provides companies with real-time audience segments of their best customers, such as membership status, loyalty tier, and points balance, to help maintain relationships and build lasting loyalty.
Google and Salesforce: Google and Salesforce’s strategic partnership helps marketers better understand their customers while maintaining the confidentiality and maintaining trust by using first-party data to drive more innovative measurements. The companies will continue to invest in solutions to make it easy to use customer insights from Salesforce products.
Datorama Reports for Marketing Cloud: With Marketing Cloud’s analytics offering, marketers now directly access the new email, mobile, and travel reports to analyze and optimize performance within the Marketing Cloud interface.
Marketer Career Path on Trailhead: Trailhead is now giving access to job-specific learning, a community of expert marketers, and personalized learning paths to develop skills for marketing career paths in email, demand generation, marketing analytics, data science, and CMO leadership.
Snapchat Audience Match: Marketers can now use their data stored in Salesforce to create custom ad audiences targeted for Snapchat. Salesforce CDP for Interaction Studio and Snapchat Audience Match is expected to be available in June 2021.
WhatsApp Integration: Companies can use WhatsApp Business Solutions in Marketing Cloud to increase customer loyalty through keyword detection, transactional messages, and more. Companies can now communicate directly with WhatsApp customers, setting up accounts, channels, and message templates.
Salesforce CDP for Loyalty Management, Datorama Reports for Marketing Cloud, WhatsApp Integration, Distributed Order Management, and Omnichannel Inventory are available today for Salesforce users.
Tript Singh Lamba, Director of Product Management at Google, said: “We’re excited to partner with Salesforce to make it easier for marketers to activate and measure first-party data in a privacy-safe way.”
The Commerce Cloud update introduces new data integration and improved order management to help companies identify business trends, customize customer experiences, and connect the end-to-end business journey.
Salesforce CDP for Commerce: With the integration of Commerce Cloud data and Salesforce CDP, companies can gain a comprehensive view of first-party customer data across every touchpoint.
B2B2C Commerce: With the new B2B2C Commerce app, B2B companies can quickly launch a connected, direct-to-consumer (D2C) eCommerce storefront. Companies that sell through distributors and retailers can now capture that first-party data in real-time to understand their entire customer base better and connect directly to marketing, sales, and service. B2B2C Commerce will be available in June 2021.
Salesforce Order Management: With the addition of B2B Order Management, business shoppers get more visibility and control over their orders by tracking self-service execution, cancellations, order changes, and more. B2B order management and Salesforce CDP for Commerce Cloud will be available in October 2021.
Headless PWA Kit and Managed Runtime: With the new Progressive Web Application (PWA) Kit and Managed Runtime, developer teams can quickly separate front-end and back-end technologies to create a highly customized user-oriented experience, known as headless commerce. Salesforce Headless PWA Kit and Managed Runtime are expected to be available in August 2021.