Salesforce Launches Next Generation Of Marketing Automation

Salesforce Launches Next Generation Of Marketing Automation
SHARE
THIS


What best describes you?

Customer service management platform, Salesforce, has launched the next generation of Sales Cloud B2B marketing automation. Powered by Salesforce Pardot, the new Intelligent Engagement Studio and Sales Cloud Engage will deliver sophisticated adaptive lead nurturing, visualised campaign testing and cutting edge mobile marketing tools.

The B2B sales cycle has changed dramatically in recent years, primarily because prospects now research options online and engage with companies only when they’re close to making a purchase. While the actions prospects take during the research process present numerous engagement opportunities, most marketers and sales reps don’t have the visibility or context required to understand how best to connect with the individual and advance them through the buying process.

For example, marketers know a prospect opened an email, but don’t how long they were engaged with it or what they did next. And by the time sales receives the intelligence, the moment of engagement has passed and it’s too late to act on it. What they need is a solution that assembles the individual data points and translates them into actionable insights.

Next Generation of B2B Marketing Automation in the Sales Cloud

The next generation of Sales Cloud B2B marketing automation, powered by Pardot, assembles prospect data points and automatically translates them into actionable insights, enabling marketing and sales teams to sell smarter.

With deep visibility into the prospect’s digital engagement, it’s now easier than ever for marketers and sales reps to understand how prospects want to be engaged and to deliver what they want, when they want it. Sales reps can now receive real-time prospect engagement notifications in the Salesforce1 mobile app, enabling them with instant visibility into how prospects are engaging with product and marketing materials anywhere, at any time. And marketing teams can easily provide curated and approved content to sales reps so they can immediately deploy a custom email campaign to move the prospect through the sales funnel.

“With the next generation of Sales Cloud B2B marketing automation, we’re making it easier than ever for marketing and sales to work together and leverage insights about prospect behavior to sell smarter,” said Adam Blitzer, SVP and GM, Salesforce Pardot.

“Marketers now have the ability to help sales nurture their own pipelines and engage with prospects in real time, and this is driving the amazing customer momentum we are seeing with B2B marketing automation.”

New Sales Cloud B2B marketing automation includes Intelligent Engagement Studio and Sales Cloud Engage:

  • Intelligent Engagement Studio—the nerve centre for intelligent sales & marketing: New granular targeting, testing and reporting capabilities empower marketers and sales teams to connect with prospects like never before.
  • Adaptive nurture campaigns: New adaptive nurture campaigns evolve based on more than 100 triggers that test and then target the best nurture path. Previously, B2B marketers could only see basic behavioral data such as email open rates, and they did not have prospect sales stage data from their CRM system integrated with behavioral marketing data. Now, with Intelligent Engagement Studio, marketers will be able to act on the powerful combination of behavioral marketing and sales stage data points. For example, when someone advances to a new sales stage and also views a specific piece of content, Intelligent Engagement Studio will analyse these data points to proactively route the prospect to a new nurture path.
  • Visualised campaign testing and reporting: With new visualised campaign testing and reporting, sales and marketing teams will have complete visibility into real-time campaign performance and post-campaign results. For example, once an adaptable nurture campaign is running, B2B marketers have a crystal clear visualization of the data, and can easily see which nurture paths are colored green, for prospects moving forward in a campaign or converting, and which are red, for prospects who stopped engaging. If an email’s open rate is too low, the system may suggest improvements such as shortening the subject line. While other solutions are reactive, relying solely on the marketer to review all of the data and determine how to improve their nurture campaigns, Intelligent Engagement Studio is proactive, providing data driven recommendations to B2B marketers. Only Salesforce can combine all of this data into a powerful visual canvas, making it actionable for B2B marketers and sales teams.
  • Sales Cloud Engage—empower sales with real-time, mobile marketing tools: Sales reps often develop their own ad-hoc marketing campaigns manually, without marketing automation content, data and insights. This means sales does not have the full context on a lead or customer before they engage, leading to inefficient and disjointed selling. With Sales Cloud Engage, marketing can now empower sales people to deliver their own personalized lead nurture campaigns, putting the power of marketing-curated content and insights in the hands of sales reps. For example, with the Salesforce1 Mobile App, salespeople can add someone to a lead nurture campaign right from their phone. A sales rep can also easily pull up the prospect’s entire engagement history with the company, making every touch point with the prospect more relevant and more likely to convert. Data and insights that used to only be under the purview of marketing are now seamlessly integrated with sales.

 

 

Please login with linkedin to comment

Latest News

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]