Salesforce, the American cloud-based software company, has announced a series of new Marketing Cloud product updates that aim to assist enterprise marketing teams working remotely.
Some of the key updates include Einstein-powered AI features in Interaction Studio, a new Datorama integration with Tableau, and four new features in the enterprise addition of Pardot.
Salesforce’ Interaction Studio enables coordination and experiences for discounts, offers, and promotions across the channels of a brand. The updates leverage Einstein and technology integrated from the acquisition of Evergage by Salesforce. These include A/B/n testing, personalization decision, and personalization recipes.
Salesforce Pardot, the company’s B2B marketing automation software, derives from the landmark $2.5 billion acquisition of ExactTarget by Salesforce in 2013. In 2012, ExactTarget itself bought up Pardot. The latest updates include Einstein-powered marketing attribution analysis, new Pardot business units, AI-powered B2B marketing analytics, and developer sandboxes.
The new Datorama integration with Tableau is designed with a predefined purpose to connect marketing and enterprise data for better analytics. Datorma, the marketing intelligence firm, was acquired by Salesforce in 2018, followed by its $15.7 billion purchase of Tableau in June 2019.
“Regardless of industry, these are unprecedented times for marketers. Everyone now faces a digital imperative, transforming to digital-first customer engagement.” said Adam Blitzer, EVP & GM of Digital at Salesforce. “Salesforce is focused on helping companies engage with their customers using humanized, empathetic digital marketing, all while working from anywhere.“
