salesforce.com, inc. (NYSE:CRM) has revealed its latest version of its cloud service called the Marketing Cloud 2.0 to enhance the ties between Cloud and Journey Builder especially in terms of service and sales.
Salesforce made the announcement during its Connections Conference in New York. The new version is aimed at transforming the marketing cloud into a platform that focuses more on the sales, service and managing advertising. Journey Builder’s interface indicates what time the client interacts with the brand over the multiple device spectra.
Activities, like submitting a question to a website or even downloading an application, can activate communications to assist the client during his or her journey. The service is designed to offer services in a way that will maintain the loyalty of the customers. According to Eric Stahl, Salesforce’s product marketing VP, the data in the Sales and Service Clouds is the link to the personalization engine and the channels. It holds the two together.
The integration between an updated Active Audience and Journey Builder is one of the gears that boosted the process that was first introduced in March. Active Audiences utilizes data from the customer relationship management (CRM) system, to aim their ads towards individual users instead of placing hope on cookies and email lists from Facebook. Information can be relayed in the form of mobile messages, interaction with customer service or sales, a purchase history with a brand, or emails.
During the March launch, the company used a hotel brand as an example. The hotel relayed an ad to its guests in San Francisco over a period of two weeks usingActive Audiences. The hotel was also able to use Active Audiences to focus a separate ad campaign towards its guests who are in the loyalty program but have not visited the hotel recently.
There is also an extra service where Sales and Service Clouds are brought together using a sort of native integration to form a super cloud. Ads on a few major platforms such as Facebook and Twitter were supported in the previous version of Active Audiences. The new version now supports a wide range of social networks, apps, and sites.