salesforce-names-microsoft-azure-as-public-cloud-provider-for-marketing-cloud

Microsoft and Salesforce have announced plans to expand their strategic partnership through the migration of Salesforce’s Marketing Cloud to Microsoft Azure. The move is anticipated to allow Salesforce to optimize Marketing Cloud performance to meet increasing customer demands.

In order to support
their joint customers using Salesforce CRM and Microsoft Teams, Salesforce will
also build new integrations for its Sales and Service clouds with Teams. The
integrations will allow sales and service users to access Salesforce records directly
in Teams, and is expected to go live in late 2020.

Why we should care

Moving Salesforce
Marketing Cloud to Azure will allow the company’s customers to benefit from
Azure’s infrastructure which will help brands manage data security, privacy and
compliance requirements on a global scale.

The integration between the widely-used Salesforce CRM and Microsoft Teams can be expected to drive further collaboration across sales and service teams by increasing accessibility to data directly within the Teams app. Salesforce and Microsoft customers – like Marriott International – will be able to take advantage of improved collaboration and greater efficiency through the strategic partnership.

“Marriott has more than 7,200 properties spanning 134 countries and territories, so driving efficiency and collaboration is critical,” said Brian King, global officer, digital, distribution, revenue strategy and global sales, Marriott International. “The combination of Salesforce and Microsoft enables our teams to work better together to enhance the guest experience at every touchpoint.”

More on the news

  • By bringing its Marketing Cloud to Azure, Salesforce joins over 95% of Fortune 500 companies using the Azure infrastructure, which covers the most global regions of any cloud provider.
  • “In a world where every company is becoming a digital company, we want to enable every customer and partner to build experiences on our leading platform,” said Satya Nadella, CEO of Microsoft. “By bringing together the power of Azure and Microsoft Teams with Salesforce, our aim is to help businesses harness the power of Microsoft Cloud to better serve customers.”


About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.



salesforce-launches-hybrid-content-management-system-built-to-integrate-with-other-platforms

Salesforce launched a new content management platform on Thursday, the Salesforce Content Management System. By entering the CMS space, Salesforce aims to give content marketing teams a tool anyone can use — “from novices to experts” reads the announcement — and capable of creating personalized content powered by Salesforce CRM data.

Salesforce calls it a “hybrid” CMS, meaning users can create, manage and deliver content on the platform, and then distribute to other digital platforms not powered by Salesforce by using the company’s Experience Builder or Commerce Page designer tools.

“If you want to deliver content onto a third-party site, experience, or mobile app, you can use our headless APIs to deliver content smoothly,” writes Salesforce Community Cloud and SVP Adi Kuruganti.

Why we should care

Marketing teams already plugged into Salesforce’s CRM will now be able to create more personalized content at scale via the company’s new content management system. And, if the CMS is as user-friendly as it is being billed to be — and actually does integrate with other platforms — teams won’t be limited based on their design resources, nor will the content be restricted to the Salesforce ecosystem.

Andy Jones, a creator for NOW TV, who had early access to the CMS, said the advantages of connecting Salesforce’s CRM and CMS were immediately clear. Jones also said the platform allowed content creators to go from exposure to mastery quickly, with no need to rely on IT or design resources.

More on the news

  • The Salesforce Content Management System includes multi-language and translation support to localize content.
  • Marketing teams and creators can build “content collections” on the platform — playlists of content that can be distributed to external digital platforms.
  • Salesforce recently announced it had promoted Adam Blitzer as the new CEO of Salesforce Marketing Cloud. Blitzer has been with Salesforce since 2013 when it purchased his company Pardot.


About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.



salesforce-adds-ai,-interactive-components-to-its-email-platform

Salesforce has announced updates to its Marketing Cloud email solution to support new inbox functionalities provided by several major Internet Service Providers (ISPs). The new features include Salesforce’s AI solution, Einstein and interactive email capabilities that could serve as an alternative solution to AMP for Email. The interactive capabilities will be integrated from the company’s acquisition of Rebel beginning early next year.

Why we should care

Email consistently outperforms other digital channels as an ROI driver for marketers, but consumer expectations keep climbing. Studies show that personalization is a key driver of engagement and sales. Salesforce’s combination of AI-driven personalization and interactive email components could help marketers improve engagement with their campaigns.

“At
the start, marketers approached email like digital mass-mailer postcards,” said
Salesforce senior director of product management Joe Teplow. “New things
are happening. We’re seeing more and more of this functionality being supported
by email clients, where they’re jumping on the bandwagon and proposing their
own ideas for future uses. Those who aren’t forward-thinking about email can
get left behind.”

Gmail and Outlook, for example, support functions such as in-email payments, survey responses and more. Subscribers and customers can take action without ever leaving the email.

These capabilities could also add significant automation to email operations processes. Salesforce’s AI aims to improve email campaign deployment by recommending images and identifying optimal send-times, the company said. It also uses natural language processing (NLP) to automate copywriting tasks such as personalized subject lines based on customer preference data.

More on the news

  • Starting in early 2020, Salesforce Marketing Cloud will pilot Rebel’s integrated interactive capabilities, called Interactive Email, in Email Studio and Journey Builder.
  • Einstein features include Einstein Content Selection which makes automatic recommendations for visual assets for emails based on customer preferences and behaviors.
  • Einstein Copy Insights uses NLP to identify the optimal words for email subject lines, as well as text messages and social media copy,
  • Einstein Messaging Insights notifies marketers of under or overperforming messages and makes recommendations for improvements.

More about the Managed Inbox



About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.



salesforce’s-datorama-brings-no-code-approach-to-data

Salesforce has announced two new Datorama analytics features that are expected to help marketers bring their data preparation, analysis and visualization to new levels with a no-code approach to data. The new tools, Harmonization Center and Data Canvas, will help marketers cleanse, classify and enrich data for improved analytics and provides a platform for creating interactive dashboards for better insights. Both features are now generally available. Datorama is a part of the Salesforce Marketing Cloud.

Why we should care

The Harmonization Center is a no-code feature that will allow marketers to create consistent brand taxonomies across their siloed data sources. The no-code approach will make data harmonization more achievable for marketers without having to rely on additional technical resources. The Harmonization Center will also allow marketers to validate their data before importing it to Data Canvas to visualize it.

Data Canvas allows marketers to create dashboards to analyze, visualize and present data without needing technical or design skills.

“In order to support our diverse customer base across multiple product lines, we leverage numerous marketing platforms, all of which generate data in various forms, said Brenna Comacchio, marketing science and insights at Autodesk. “Datorama helps us democratize data across this robust marketing ecosystem and compare the success of our efforts across a multitude of marketing channels. We can centralize data across siloed environments, visualize it to uncover actionable insights, and easily share it across the organization.”

More on the news

Salesforce Datorama’s Harmonization Center includes: 

  • Data classification: Marketers can standardize their data with preferred taxonomy. Additionally, marketers enrich their data by assigning a new list of classifications to a data set. Marketers can upload a list of attributes such as country, offer and audience and map each attribute to their campaign data.
  • Naming convention patterns: Enables marketers to standardize their data by detecting patterns within data to ensure consistent and accurate naming conventions.
  • Data hygiene score: Provides marketers with a score of how consistent and cleansed their data is.

Data Canvas allows marketers are able to access a full suite of design editing tools, a library of visualizations, unique themes. Other features include:

  • Datorama Marketplace integration: The Datorama Marketplace allows developers to create apps for marketers. This gives marketers access to different integrated apps for presenting and visualizing data.
  • AI-Powered Visualization Recommendations: Marketers will receive AI-powered visualization recommendations based on the data they are using. Datorama will suggest dashboards that will best visualize a marketer’s data set, showcasing the right levels of granularity, segmentation and exploration, such as specific date and time ranges, geos and products. 


About The Author

salesforce-asserts-its-position-in-cdp-space,-reports-another-record-quarter
reported revenue growth of 22%, bringing its quarterly revenue up to $4 billion — 22% year-over-year growth for the San Francisco-based software giant. The company cited organic and inorganic growth with its acquisitions of Tableau, Salesforce.org and ClickSoftware.

“Following an outstanding quarter, we’re raising our FY20 revenue guidance to $16.9 billion at the high-end range,” said co-CEO Marc Benioff during an analyst call.” With our Customer 360 vision, Einstein AI and the millions of Trailblazers innovating on our platform, Salesforce has never been better positioned for the future.”

customer data platform (CDP) space, as he and co-CEO Keith Block referenced its Customer 360 platform several times during Thursday’s analyst call. While the list of CDP vendors grows to help marketers pull together their data, Benioff said that’s something Salesforce has been working on for “the past twenty years.” We can expect to hear more about Customer 360 at Salesforce’s annual Dreamforce conference in November.

“Now, we have really been very strategic in building out our Customer 360 platform. This is our vision that really is at the heart of what’s happening at the fourth industrial revolution,” Benioff said during Thursday’s call. “Everybody knows, the fourth industrial revolution is under way. Everyone and everything is getting connected. But behind all of those things is the customer.”

Benioff expects Customer 360 will be a “huge growth engine” for the company over the next decade.



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salesforce-enters-agreement-to-acquire-clicksoftware

Salesforce announced that is has signed a definitive agreement for another $1 billion acquisition, just days after finalizing the terms of its massive $15.7 billion deal with Tableau.

Under the terms of the agreement, Salesforce will acquire service management solution provider ClickSoftware for approximately $1.35 billion. ClickSoftware, headquartered in Burlington, Massachusetts and Petah Tikva, Israel, is expected to come under Salesforce’s Service Cloud umbrella.

Why we should care

ClickSoftware customers use the software to schedule and manage mobile and in-house field service work. Customer and field service is a top priority for many companies, especially as consumer expectations are shifting to expect timely, personalized service.

Bringing ClickSoftware under the Service Cloud could help customer service and field agents in their interactions with customers, allowing them to update customer records on-the-go for logistics, sales and marketing.

A customer account team could have visibility into the entire sales and service process, end-to-end. With this view, marketers are able to take learnings from interactions to adjust their messaging and campaigns as needed.

“Delivering exceptional field service is an increasingly important priority for companies across industries with more than 70 percent of customer service leaders making significant investments to transform their mobile workforce,” said Bill Patterson, EVP and GM of Salesforce Service Cloud. “Our acquisition of ClickSoftware will not only accelerate the growth of Service Cloud, but drive further innovation with Field Service Lightning to better meet the needs of our customers.” 

More on the news

  • Sales Cloud’s revenue topped $1 billion in revenue last quarter, Salesforce reported. The ClickSoftware deal should help that growth continue.
  • The deal is expected to close this fall, by the end of Salesforce’s third quarter.
  • Bosch, Caterpiller and Philips are among ClickSoftware’s customers.


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